Is Alaska Airlines trying to attract more people with a new slogan and commercial?

[Hawkee]

I keep seeing a new commercial for Alaska Airlines that features one of the Care Bears characters and a bunch of people in a meeting discussing ways to make Alaska Airlines improve itself. At the end they announce a new slogan that says "We Care A Lot" and it tells me that Alaska Airlines is hoping to gain a new audience and make lots of money from this slogan and commercial. Because I hadn't seen Alaska Airlines commercials shown as much as I have for Delta or Southwest Airlines. Is Alaska Airlines hoping to get a better audience with this new commercial?
Bestie