Allegiant Airlines - Media Spending Habits
According to MediaRadar, Allegiant Air spent under $100 million on digital and national television campaigns in 2019. The airline mostly spends its money in both digital and television campaigns but it has also started venturing to out-of-home (OOH) advertising.
Amount of Money Allegiant Air Spends on Media
- A 2018 Allegiant Travel (owner of Allegiant Air) annual report stated that Allegiant Travel's 2018 operating expenses which include sales and marketing expenses such as advertising and promotional costs, was $1,423,988,000.
- Although the report did not specifically state how much the company specifically spends on sales and marketing, it stated that the expense for 2018 increased $16.8 million which is 29.7% compared to 2017.
- In addition, the report also failed to state the specific media spend of Allegiant Air. Nevertheless, according to MediaRadar, Allegiant Air spent under $100 million on digital and national television campaigns in 2019.
Where Allegiant Air is Spending Money in Media
- According to a 2018 Allegiant Travel (owner of Allegiant Air) annual report, the company stated that it makes use of both digital and traditional media. From the report, Allegiant air uses digital advertising to market its products and services to consumers. However, when entering new markets, the airline makes use of local print publications, radio, and/or television.
- Allegiant Air launched its first-ever national television advertising campaign in September 2013. The ads were also released on social media platforms such as YouTube, Facebook, and Twitter.
- The campaign was titled "Here's the Deal" and it was meant to entertain consumers while at the same time educate them about Allegiant Air and how it helps to save money. Looking at most of the airline's current digital adverts, they are also serving the same purpose.
- Allegiant Air launched another national advertising campaign in 2018 titled “Together We Fly” to showcase passengers whose lives have been positively affected by the airline. One of the stories in the campaign is about a mother who has flown from Iowa to Florida to watch her son play college baseball more than 60 times using Allegiant flights.
- Another ad in the same campaign focused on a long-distance couple staying in Las Vegas and Missoula, Montana who were able to stay connected through Allegiant Air flights. In addition to TV, these ads also run online and on social media platforms.
- Additionally, Allegiant Air also named Deveney as its new agency partner in 2018 to provide support for its daily social media management. Other than managing, Deveney was also tasked with developing, executing social media campaigns on behalf of the airline, and elevating it further through community engagements and activations in key markets.
- According to MediaRadar, Allegiant Air has recently purchased a Primetime Ads TV ad, placed a direct ad on the NHRA website, and a programmatic ad in priceline.com. The airline has also partnered with DoubleClick which provides ad management and ad serving solutions that help companies manage the entire scope of digital advertising and ten other providers within the past twelve months.
- Three recent Allegiant Air advertisements ran on Priceline Online, Oregon Live, and FOX Sports 1. Moreover, the airline also took to radio airwaves in 2019 something that is considered rare for commercial airlines and in the top 100 tally which tracks national radio advertising in 85 markets, it was the only travel company. All these clearly outlines how the airline is spending on both traditional and digital media.
- In addition to spending on digital media, Allegiant Air is also venturing to OOH advertising. With hopes of tapping into new and bigger markets, the airline got into a 30-year deal in 2019 with the National Football League (NFL).
- Allegiant Air agreed to put its name on the new football stadium in Las Vegas where Raiders are expected to play in 2020 after they move from Oakland.
- The Allegiant Stadium is a 1.75 million-square-foot venue and the fact that the NFL is still the most-watched sport in the US after last year's NFL games accounted for 46 of the top 50 most-watched shows on television, Allegiant Air hopes that this move will boost its recognition.
- Although some larger airlines such as American Airlines have been leaving the stadium naming business saying that it is not worth the price, the chief marketing officer of Allegiant Air, Scott DeAngelo, stated that the airline needs NFL’s reach to gain recognition.
- Mr. DeAngelo further said that the airline is aware that no one ever looks at the signs on stadiums and buy a ticket just for that. Therefore, they hope that people will recognize the company from the stadium’s name and then pay attention later when the airline uses other means such as radio, TV, or emails to advertise.
In order to provide information, data, and any statistics surrounding where Allegiant Air is spending their money in media, we started by searching through the company's website and annual reports after which we then proceeded to industry databases and other credible sites such as Skift and Media Radar. After exhaustively going through these sources, we were unable to find specifically how much Allegiant Air spends in media. We, however, gathered that the airline mainly spends its money on national television campaigns as well as digital media. Moreover, it has also recently ventured into the stadium naming business which counts as OOH advertising. We leveraged information from these sources to compile the above findings.