SBD/Issue 98/Sponsorships, Advertising & Marketing

AirTran's Miller Park Deal Part Of Increased Ad Efforts In City

Landing Zone Receives Large
Amount Of TV Exposure
AirTran's expected boost in flights in Milwaukee will be "accompanied by more advertising and marketing," according to Tom Daykin of the MILWAUKEE JOURNAL SENTINEL. In addition to the airline's naming-rights deal for Miller Park's Landing Zone, AirTran VP/Marketing & Sales Tad Hutcheson said that the airline "will likely reach endorsement deals with one or two individual Brewers similar to the airline's billboards and radio spots featuring" Packers WR Donald Driver. Brewers Exec VP/Business Operations Rick Schlesinger said Miller Park's Landing Zone in right field is "great for television because of visibility." Schlesinger said the area is "always sold out well in advance." Meanwhile, Midwest Airlines VP/Corporate Communications Michael Brophy said that the airline, which is offering fewer flights in Milwaukee, subsequently has "reduced its marketing budget," though the company "still runs ads, including exclusive airline ad rights to Brewers radio and TV broadcasts." Brophy said that Midwest still has a "sponsorship agreement with the Brewers as its official airline," but Midwest has "never sought exclusive airline marketing rights at Miller Park because such an arrangement would be too expensive" (MILWAUKEE JOURNAL SENTINEL, 2/8).

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