USA. Ontario International Airport has teamed up with Delaware North and local rock music legend Sammy Hagar for a major new marketing initiative.
According to the airport company, the collaboration is the latest example of its shift towards fully immersed marketing experiences since moving management and control of airport advertising in-house.
“Working with Delaware North and the Santo brands, we’re going beyond traditional static advertising and creating a true customer experience” – Ontario International Airport Authority Chief Commercial Officer Dan Cappell
The partnership features Hagar’s Santo tequila line and Sammy’s Beach Bar rum in the Terminal 4 Rock & Brews restaurant. The brands are also featured on an in-house cocktail list, takeaway drink cups and giveaways, such as luggage tags, caps and mugs. Rock & Brews staff also have Santo-branded uniforms.
Ontario International Airport Authority (OIAA) Chief Commercial Officer Dan Cappell said: “Working with Delaware North and the Santo brands, we’re going beyond traditional static advertising and creating a true customer experience.
“And, of course, we’re thrilled to partner with one of our region’s own, the great Sammy Hagar.”
Sammy Hagar grew up in Fontana, California. He achieved international stardom as a solo artist and lead singer for the band Van Halen and was inducted into the Rock and Roll Hall of Fame in 2007.
Hagar founded the Cabo Wabo tequila brand and restaurant chain, and, more recently, the Santo brand, with Emmy Award-winning chef and restaurateur, Guy Fieri. Santo is made with pure Blue Weber agave and is rated as one of the fastest growing tequila brands in North America. |
Delaware North manages F&B concessions at the airport. The company’s General Manager Bill Summers noted that sales of Santo and Sammy’s Beach Bar have exceeded expectations.
“To have a local rock legend actively involved and supporting the campaign has resonated with our customers, and we look forward to working with Mr Hagar and the team at OIAA to further strengthen this partnership,” he said.
The marketing partnership is the second to be announced this year at ONT. As reported, OIAA entered a major advertising and sponsorship agreement with the Walters Automotive Group, exclusive agent for Porsche and Audi in the City of Ontario in March.
“Having a dedicated resource to promote and manage our advertising and sponsorship programme has already proven that the decision to bring this discipline in house was the right one for our business,” Cappell said.
“We have a number of projects that we are still working through the details on and look forward to announcing these in the near future.”
