The Strategic Air Show Partnership (SASP) is a collaborative social media marketing program that ICAS has been operating for three years. ICAS and SASP partner shows collaborate to use a variety of social media tools and platforms to sell air show tickets to partner shows. As important, using a sophisticated combination of testing programs, ICAS provides all SASP partners with specific feedback and data analytics to help participating shows improve their own ticket sales and marketing programs. That marketing intelligence is generated not just from the marketing done to support their own show, but from all of the shows of all the SASP partner air shows.

In 2025, the Strategic Air Show Partnership (SASP) program operated by ICAS plans to expand on the extreme success it saw during the past air show season. 

ICAS conducted an extensive series of local social media campaigns focused on promoting ticket sales to specific SASP partner shows in certain communities. These local social media marketing programs were funded with a 50 cent to $1.00 per ticket fee charged by each participating air show with those funds being used to pay for the social media advertising campaigns. The data analytics and “lessons learned” were then shared with all SASP participating events, greatly expanding the information and data available for those shows to use while developing their own social media marketing program.

Overall, in 2024, the SASP program brought in over $1,600,000 in ticketing revenue for its partner shows, on a total advertising spend of just $52,000. That number represents a demonstrated and quantifiable return on investment of over 31 to 1, something nearly unheard of in the air show realm.  

Air shows interested in learning more about or participating in the Strategic Air Show Partnership program are encouraged to email Adam Glowaski, ICAS VP of Marketing & Communications at aglowaski@airshows.aero.