Community Marketing Support Program
To Support Alaska Airlines Non-Stop Seattle Service
Monterey Regional Airport and its community partners have pledged a total of $250,000.00 in marketing and fee waivers to support new non-stop Seattle service on Alaska Airlines. All marketing dollars and fee waivers will occur during the first year of service and will, with Alaska Airlines approval, carry the Alaska Airlines logo as part of our co-branding effort.
Monterey County Convention and Visitors Bureau
The Monterey County Convention and Visitors Bureau has committed a total of $50,000.00 in a marketing campaign targeting the Seattle market and the Northwest Region. The campaign will utilize both traditional and digital media outlets and will focus on awareness of the Monterey market and the opportunity to fly non-stop. Included in the campaign will be a push toward group travel as well as personal travel opportunities.
Monterey County Vintners and Growers Association
The Monterey County Vintners and Growers Association and their membership of over 64 wineries has isolated a minimum of $20,000.00 in marketing support for the new service. Much of their campaign would be digital and would include working with Washington State wineries on creative strategies to tie the two wine regions together emphasizing Alaska’s Wine Flies Free program. The amount of support continues to grow as more Association members jump on board so, there is likely more to include.
In addition, the wineries will promote the new service through their digital platforms to their followers and wine club members. Further, promotional material will be placed in all wine tasting rooms to promote the new service and the Wine Flies Free program.
Monterey Fuel Company
Monterey Fuel Company, the fuel provider at Monterey Regional Airport, has committed to reduce their standard in-to-plane fuel fee from its normal charge of $.35 per gallon to $.10 per gallon for a period of one year. This reduction will be applied to all fuel sold to support the new Seattle service. This discount would generate a savings to Alaska of $45,000.00 per year based on an estimated 15,000 gallons per month uploaded at Monterey.
Visit Carmel is charged with promotion of tourism opportunities for the community of Carmel-by-the Sea. As part of their 2020 marketing initiative, Visit Carmel will dedicate $15,000.00 to promote the new Seattle non-stop service and the opportunity to visit this world-renown area of Monterey County. Marketing will include a strong digital campaign targeting the Seattle market and the Northwest region as well as some targeted traditional outlets in the Seattle region.
Monterey Regional Airport
As part of our established air service incentive program, the Monterey Regional Airport will waive all landing fees and ramp charges, for a period of one year, for all operations attributed to the new non-stop Seattle service. Our calculations indicate a net savings to Alaska of approximately $30,000,00 to $35,000.00 over the first year.
In addition, we will commit $60,000.00 to promote the new service, primarily in the Monterey market and the Central California region to include Santa Cruz, Watsonville and Salinas as well as all of Monterey County. Through the use of promotional partnership opportunities our marketing investment increases in value to over $85,000.00.
Our effort will include traditional advertising and marketing opportunities as well as a digital campaign specifically designed to promote the Seattle opportunity. The campaign will also include a digital campaign in the Seattle market that will be designed and executed by a Seattle-based marketing firm, Rossman Media.