b'28 ONT CONCESSIONSDeeper Partnerships Yield AdditionalAdvertising Revenue at Ontario Intl BY NICOLE NELSONEstablishing relationships.board of commissioners was very specific Building relationships. Sustainingabout is they wanted to ensure that we are relationships. building deep relationships and not just FACTS&FIGUREScreating transactional relationships.This simple, yet effective, approach Project: Increasing In-House Advertising Revenue recently helped Ontario International AirportTo this end, the Authority Board approved Location: Ontario (CA) Intl Airport more than double its in-house advertisingan agreement with Fuse Advancement LLC Strategy: Establishing & developing deeperrevenue. to collaborate with airport staff on a new relationships with advertisers; leveraging cross- The change in strategy was implementedadvertising and sponsorship sales model. promotional opportunities The new partnership, which began in 2021, Advertising Consultancy: Fuse Advancement LLC at the Southern California airport as part of aemphasizes continual growth by building on COVID reset. When the New Advertisers: Santo Spirits; Hawaiian Airlines;pandemic happened, wejoint relationships.Barclays Bank; Brewery X; University of Redlandsused that time to reallyGone are the days when airport personnel Additional Partnerships: Sammy Hagar, famedreevaluate every singlewould tell companies how much it cost to rock musician & part owner of Santo Spirits, recordedaspect of our business,advertise at the terminal, and then never welcome announcement for airportexplains Chief Executivespeak to them again until the contracts Results: Ad revenues more than doubled to $1.7Officer Atif Elkadi. Oneexpired. We were very deliberate in saying million during first 18 months of strategy change of the things that ourATIF ELKADI that we wanted to build relationships with & collaborating with FuseJanuary | February 2023AirportImprovement.com'