LA/ONTARIO INTERNATIONAL AIRPORT TO IMPLEMENT AIRLINE COOPERATIVE MARKETING PROGRAM

            (Ontario, California – May 7, 2013) The Los Angeles Board of Airport Commissioners (BOAC) today approved a two-year Airline Cooperative Marketing Program (ACMP) at LA/Ontario International Airport (ONT) to encourage passenger airlines to market air service on existing or new routes from ONT.  The program is also aimed at increasing awareness of ONT's services and convenience to target markets.

Through the ACMP, Los Angeles World Airports (LAWA) will offer incentives in the form of marketing and advertising assistance to passenger airlines for existing or new routes to and from ONT.  The ACMP's term is two years but a passenger airline may only participate in the program for up to 12 months per qualifying route and can be reimbursed up to $150,000 during the 12-month period.  The two-year term of the program allows for the full eligibility period assuming a passenger airline applies and is approved after the ACMP's initial effective date. 

“This program directly enlists airlines to join in our marketing activities and provides substantial financial support from LAWA,” said Jess Romo, ONT’s airport manager.  “We have an established and ongoing effort to market ONT to a variety of airlines and hope that this program will help bolster ONT’s passenger numbers.”  

Passenger airlines interested in participating in the ACMP will be required to comply with strict eligibility and reimbursement guidelines.  Qualifying air service must be scheduled passenger service with airline-determined frequencies, and must be both nonstop and round-trip.  Specific activities that constitute approved air service marketing include multimedia advertising, social media outreach, banners, and signage.  Marketing and promotional materials are also subject to meeting requirements to qualify for reimbursement.  A complete overview of the ACMP's requirements is contained in the LA/Ontario International Airport Airline Cooperative Marketing Program document.

The ACMP will take effect July 1, 2013 and end on June 30, 2015 unless extended by the Board.  Costs of up to $1 million associated with the program, which are an advertising/marketing expense, will be covered by adjusting the year-end rates and charges.