The acquisition adds a variety of traditional advertising and experiential displays in five major airports, enhancing the nation’s most distinctive out-of-home advertising portfolio.
Alliance operates airport advertising concessions at McCarran International Airport in Las Vegas, Phoenix Sky Harbor International, Salt Lake City International, Portland International Airport, and Bob Hope Airport located in Burbank, California. With the transaction, Lamar now operates advertising concessions at a dozen airports that serve more than 125 million passengers annually.
“We are thrilled to bring the Alliance team on board,” says Sean Reilly, Lamar CEO. “As we’ve gotten to know the airport advertising business over the last several years, we have recognized that it’s a terrific fit within Lamar. Alliance has established powerful relationships with some of the nation’s leading airports, and we look forward to extending their proven operating model to additional airports.”
Shauna Forsythe, who founded Alliance 16 years ago and served as its president and CEO, will lead Lamar’s airport division, to now be known as Lamar Alliance Airport Advertising.
“Bringing our two companies together creates a powerhouse for our airport partners,” says Forsythe. “Our expanded footprint will offer airports nationwide the opportunity to experience our personal attention and service, with strengthened sales. We are the alternative. And we’re a good one.”
Financial terms of the transaction, which closed July 1, were not disclosed.