The Mesa Gateway Airport Authority Board of Directors voted unanimously to authorize a five-year contract with Allegiant Air for marketing services for $100,000 per year at their Jan. 21 meeting.
The airport is operated by the MGAA, which consists of representation from Apache Junction, Mesa, Queen Creek, Gilbert and the Gila River Indian Community.
According to board documents, with the Mesa Gateway Airport rebranding and losing the Phoenix in its name, marketing efforts are necessary to familiarize airport users with the rebrand to reduce confusion and increase revenue.
“Allegiant Air operates the largest share of flights out of MGA and has a national presence. Non-Arizona consumers of Allegiant Air may not be as familiar with the city of Mesa, and thus, may be unfamiliar with MGA as a brand or confused by the name change,” the council document states. “Allegiant Air has the largest existing marketing streams, including social media, targeted marketing, print, video, media placement, influencers, service placement, and search engine maximization, among others.”
The court documents said the specific scope of the services provided by Allegiant are not yet negotiated but will be measured by written performance benchmarks and tested against public exposure data. The contract will be funded by the city of Mesa’s annual contribution to MGAA since the marketing efforts will focus on the city of Mesa’s association with the airport.
The next meeting of the Mesa Gateway Airport Authority is 9 a.m. Tuesday, Feb. 18, in the Board Room (Saguaro A&B) of the Gateway Administration Building, 5835 S. Sossaman Road in Mesa. Agendas and minutes are at https://www.gatewayairport.com/leadership.
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