How sponsorship programs take flight at Alaska Airlines

This event report addresses how Alaska Airlines, the air carrier, uses sponsorship to enhance its brand goals.

Alaska Airlines has an extremely broad target audience when it comes to leveraging sponsorship programs.

"You have this group of millennials who are more likely to purchase experiences rather than objects. And so that is … a focus of ours: How do we deliver on those experiences that these millennials are searching for?" Kelley Winn, Manager/Brand Sponsorships & Partnership Marketing, explained at IEG's 2017 Sponsorship Conference in Chicago.

"On the flip-side of that, we also have the older generations, who have more disposable income and who want to travel. So our target is basically anyone who's older than 18. And...

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