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04.24.2019

Local Sports Hero “Battles” Fans at Philadelphia International Airport – Enabled by Pouring Rights Agreement

By Tim Harms

Pepsi Brings NFL Eagles’ Zach Ertz to Philadelphia International Airport

Passengers at Philadelphia International Airport (PHL) were treated to a surprise appearance by NFL superstar Zach Ertz on Monday, April 15, 2019. In an event dubbed “Beat the Pro”, passengers and airport employers had a chance to meet Ertz and compete head-to-head against the athlete in a Madden NFL video game, cornhole and other contests.

Visitors took photos, received autographs, and shared laughs with the local sports hero at the connector stage between PHL’s B and C terminals.

The event was presented by Pepsi Zero Sugar and was made possible through the beverage marketing partnership (“pouring rights agreement”) between PHL’s concessions developer, MarketPlace PHL, and PepsiCo. PepsiCo was named PHL’s official beverage sponsor in September 2018.

“Enhancing the passenger experience for our travelers was a chief goal we had for our beverage partnership,” said Jim Tyrrell, PHL Chief Revenue Officer. “This event highlights how our partnership with Pepsi has enabled us to do just that – by working together to surprise and delight our travelers.”

A tight end for the Philadelphia Eagles, Zach Ertz is a 2018 Super Bowl champion and has made two Pro Bowl appearances.

 

Other Benefits of PHL’s Pepsi Partnership

This event is just one of many similar experiences planned as part of the 10-year strategic pouring rights beverage partnership. Future events include product samplings, “street team” appearances, seasonal pop-ups, special giveaways, artwork installations, and other surprises.

In November 2018, Pepsi hosted “Jingle Ball the Way” at PHL, a flyaway trip sweepstakes where passengers had a chance to win a trip to the Jingle Ball in Miami, Florida. 20 additional winners were awarded tickets to a hometown show in Philadelphia. Local Q102 radio personality Raphael broadcast for two hours live from PHL in an event that delivered nearly 1.9M media impressions.

 

The Power of a Beverage Partnership

“The partnership between Philadelphia International Airport and PepsiCo demonstrates the power of bringing together one of the world’s best marketing companies with an innovative airport focused on improving the traveler’s journey,” said Martin Strobel, Enliven Aviation Practice Leader. “It would be difficult for Pepsi or Philadelphia airport to deliver this fun and engaging customer experience on their own. Together, the possibilities of what can happen when an airport and beverage company come together are almost endless.”

 

To learn how you can partner with a beverage company to bring engaging programs to your airport, contact us today.

 

Related Articles:

3 Reasons Coke & Pepsi Want Direct Relationships with Airports

Webinar: Pouring Rights 101 – How to Customize a Pouring Rights Agreement for Your Airport

 

Featured photo courtesy of Philadelphia International Airport

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04.24.2019

Local Sports Hero “Battles” Fans at Philadelphia International Airport – Enabled by Pouring Rights Agreement

By Tim Harms

Pepsi Brings NFL Eagles’ Zach Ertz to Philadelphia International Airport

Passengers at Philadelphia International Airport (PHL) were treated to a surprise appearance by NFL superstar Zach Ertz on Monday, April 15, 2019. In an event dubbed “Beat the Pro”, passengers and airport employers had a chance to meet Ertz and compete head-to-head against the athlete in a Madden NFL video game, cornhole and other contests.

Visitors took photos, received autographs, and shared laughs with the local sports hero at the connector stage between PHL’s B and C terminals.

The event was presented by Pepsi Zero Sugar and was made possible through the beverage marketing partnership (“pouring rights agreement”) between PHL’s concessions developer, MarketPlace PHL, and PepsiCo. PepsiCo was named PHL’s official beverage sponsor in September 2018.

“Enhancing the passenger experience for our travelers was a chief goal we had for our beverage partnership,” said Jim Tyrrell, PHL Chief Revenue Officer. “This event highlights how our partnership with Pepsi has enabled us to do just that – by working together to surprise and delight our travelers.”

A tight end for the Philadelphia Eagles, Zach Ertz is a 2018 Super Bowl champion and has made two Pro Bowl appearances.

 

Other Benefits of PHL’s Pepsi Partnership

This event is just one of many similar experiences planned as part of the 10-year strategic pouring rights beverage partnership. Future events include product samplings, “street team” appearances, seasonal pop-ups, special giveaways, artwork installations, and other surprises.

In November 2018, Pepsi hosted “Jingle Ball the Way” at PHL, a flyaway trip sweepstakes where passengers had a chance to win a trip to the Jingle Ball in Miami, Florida. 20 additional winners were awarded tickets to a hometown show in Philadelphia. Local Q102 radio personality Raphael broadcast for two hours live from PHL in an event that delivered nearly 1.9M media impressions.

 

The Power of a Beverage Partnership

“The partnership between Philadelphia International Airport and PepsiCo demonstrates the power of bringing together one of the world’s best marketing companies with an innovative airport focused on improving the traveler’s journey,” said Martin Strobel, Enliven Aviation Practice Leader. “It would be difficult for Pepsi or Philadelphia airport to deliver this fun and engaging customer experience on their own. Together, the possibilities of what can happen when an airport and beverage company come together are almost endless.”

 

To learn how you can partner with a beverage company to bring engaging programs to your airport, contact us today.

 

Related Articles:

3 Reasons Coke & Pepsi Want Direct Relationships with Airports

Webinar: Pouring Rights 101 – How to Customize a Pouring Rights Agreement for Your Airport

 

Featured photo courtesy of Philadelphia International Airport

Subscribe to Enliven

Join over 10k other industry experts who receive Enliven's advice direct to their inboxes.

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We want to dramatically increase how much money you make - or save - with respect to beverages. And then we want to take a small percentage of that new money that we earned for you. That’s our pay-for-performance model. It ensures that our incentives are aligned. It's why our clients think of us as a true strategic business partner and not just a vendor.

Let's Start a Conversation

We Don't Want Your Money

We want to dramatically increase how much money you make - or save - with respect to beverages. And then we want to take a small percentage of that new money that we earned for you. That’s our pay-for-performance model. It ensures that our incentives are aligned. It's why our clients think of us as a true strategic business partner and not just a vendor.

Let's Start a Conversation