Partnering with Carriers: 1st Place

PIE and Allegiant Airlines Sponsorship Promotion with Tampa Bay Rays

The St. Pete-Clearwater International Airport (PIE) partnered with Allegiant Airlines to cosponsor the Tampa Bay Rays professional baseball team for the 2013 season. Since the Tampa Bay Rays are located in St. Petersburg, which is just down the road from PIE, this demonstrated true community support. See the attached presentation.

Project Goals: 

Build awareness of Allegiant Airlines air service and PIE airport.

Production:

The sponsorship package included half-inning use of a large LED billboard in the left field grandstand, a full-page advertisement in all six of the game programs distributed to attendees, static advertisements in the outside corridors located in the main entrances to the ball field, and a special promotion for Friday night games entitled “Flyaway Friday,” in which one lucky fan was selected to try to win a trip if they caught two of three fly balls.

Evaluation:  

While the success of this sponsorship is difficult to measure, the advertising took place in all 81 home games, of which 13 also included the special Friday promotion. One could safely assume that anyone who attended a Rays home game saw at least one of the advertising mediums.

Budget: 

The cost of the co-sponsorship was $47,500, or about $586 per game.