Centerlines - April 2008 - (Page 20) REVENUE ARENA AIRPORTS SEEK NEW REVENUE VIA SPONSORSHIPS B Y M IC H A E L S E N E C A L disaster if you don’t offer the right infrastructure and environment to make branding or sponsorship successful in your facility. THE best of intentions can result in D oes your airport want to be in on the next wave of airport advertising trends and enter the world of branding, sponsorship and product placement? Is your airport a candidate to capitalize on this potentially lucrative revenue? It well might be, and more revenue is right around the corner. But be prepared to make some adjustments to your historical business model. “We’ve watched this trend hit the airport environment pretty quickly,” said Shauna Forsythe, president of Alliance Airport Advertising. “The concept has been around in other areas, such as sports venues, for quite some time. There are great opportunities out there for airports that are serious and open to considering modifications to the historical business models.” But there are some serious dos and don’ts to consider before starting down what may be a lucrative path. Forsyth added, “Remember that the best of intentions can result in disaster if you don’t offer the right infrastructure and environment to make branding or sponsorship successful in your facility. If you’re realistic and flexible, it can be a great new revenue stream for most airports.” Who Pays? A key litmus test? Does the proposed package make good business sense? If it makes business sense for the advertiser and for the airport—and that includes whether it enhances, or at minimum doesn’t disrupt operations, then it’s worth pursuing. If it doesn’t make business sense for the advertiser, they aren’t going to spend the time and the money no matter how much an airport thinks they might want them. For example, many airports have worked with their advertising contractors to increase electrical outlet capacity via “sponsored” charging stations. “USA Today has listed this as one of the top requests of business travelers,” Forsythe said. The question is, Who pays for the fabrication and installation of the units? The goal is to generate advertising revenues from selling the sponsorship. “There are great opportunities out there for airports that are serious and open to considering modifications to the historical business models.” — Shauna Forsythe, President, Alliance Airport Advertising 20 CENTERLINES | APRIL 2008
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