Just as Warren Buffet feels the recession presents a great stock buying opportunity for the long term investor, so too does it offer favorable circumstances for the savvy brand manager.  Yesterday’s Seattle Times reports that Seattle’s still-left-standing travel company Alaska Airlines has taken over sponsorship of this year’s Seafair Torchlight Parade from Southwest Airlines.  Seafair is Seattle’s historic and well-loved summer celebration and sponsoring its premier event packs some emotional branding punch.  Instead of pulling back marketing spend in every area like many other hurting companies are doing, Alaska is investing in endearing its brand more deeply to its hub customers. 

No details were available on the cost of sponsorship, but you can bet your Seafair Pirates’ gold that no one had to wait for hours on Alki Beach for a turn to speak to the sales rep.  So now Alaska has the right of first refusal for the future, and Seattleites, still cringing from the breach of hometown faith by the Sonics, are applauding.  

– Peggy Brown

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