The Strategic Air Show Partnership (SASP) program operated by ICAS is set to expand for the 2022 air show season.
During the 2021 season, ICAS conducted two national social media marketing programs in the mid-summer and early fall to raise air show awareness throughout the United States and Canada. These continent-wide campaigns were paid for by ICAS.
In addition, ICAS collaborated to conduct a series of local social media campaigns focused on promoting ticket sales to specific shows in specific communities. Although ICAS provided the creative components and the project management time and resources, the advertising placement fees were paid for with a small (50 cents or $1.00 per ticket) fee that seven participating air shows added to their on-line ticket transaction and then directed to a partnership fund at the conclusion of their event. Participating shows include the Oregon International Airshow, Thunder over Michigan, Wings over Houston, California Capital Airshow, Wings over North Georgia Air Show, Minden-Tahoe Aviation Roundup, and Atlantic Canada International Air Show.
Each local social media campaign is developed with a built-in feedback loop that allowed ICAS to analyze the results and use them to improve the next series of ad buys. Data for all of the shows was shared with all of the seven participating shows. So, participating events were learning at a rate much faster than the standard one-show-per-year rate.
This beta test-type roll-out in 2021 has now paved the way for a more extensive program in 2022. ICAS will once again run a general air show awareness program throughout the United States and Canada, but the money spent on the seven local campaigns this year will increase three-fold.
Air shows interested in learning more about or participating in the Strategic Air Show Partnership program are encouraged to reach out by email to Adam Glowaski, ICAS Director of Marketing at aglowaski@airshows.aero.
