As the sponsorship marketplace continues to mature across the globe, the airline category has remained alive and healthy as many carriers look to take their consumer engagement and hometown affiliation programs to new heights. Despite the global recession and fluctuations in oil prices, airlines have continued to invest in the sponsorship space, particularly in the government, arts, music festivals, and sports categories. Airlines typically leverage their partnership agreements to drive hometown affiliation awareness, engage with consumers in 1-to-1 settings, reward frequent flyers, and capitalize on B2B opportunities, but more airline carriers are beginning to activate their deals in new, innovative ways.
With a general understanding of the sponsorship landscape, here is a quick look at how a few of the leading airline carriers are activating their partnership agreements across the globe: