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Alaska Airlines and Rose Festival Sign New Three Year Deal


PORTLAND, Ore.- Alaska Airlines has signed a new three-year sponsorship agreement with the Portland Rose Festival as its "Official Airline" and exclusive presenting sponsor of the Grand Floral Parade Telecast. The sponsorship highlights the airline's commitment to the greater Portland community and their expanded air service from Portland International Airport. Alaska's sponsorship includes involvement in the Spirit Mountain Casino Grand Floral Parade, the Portland General Electric/SOLVE Starlight Parade, and CityFair.

"Alaska Airlines sets a new standard for marketing activation and employee engagement," says Jeff Curtis, CEO of the Portland Rose Festival Foundation. "We have never partnered with such a well-rounded and fully integrated sponsorship program from a corporate sponsor. Alaska Airlines is a model for corporate sponsorships across the country and the globe."

Alaska Airlines has sponsored the festival since 2010, and this year was recognized by the International Festivals & Events Association with the Gold Pinnacle Award in the Best Sponsor category for creative marketing and employee involvement. In addition, the Alaska Airlines float won the Al Reser Sweepstakes Award for most outstanding float in the 2012 Grand Floral Parade.

"No other sponsorship has generated as much camaraderie and excitement among our 1,900 Portland-based employees as the Rose Festival and Grand Floral Parade has in the last three years," said Joe Sprague, Alaska Airlines' vice president of marketing. "We're honored to serve as the official airline of Portland's most cherished community event for another three years."

Together Alaska Airlines and Horizon Air offer more nonstop flights (serving 35 different destinations), more daily flights (93 a day) and more California service (38 flights daily to 14 California destinations) from Portland International Airport than any other carrier.

About the Portland Rose Festival Foundation
The Portland Rose Festival Foundation is a 501 (c) (3) non-profit that serves families and individuals with programs and events that promote the arts, education and volunteerism. We value environmental responsibility, diversity, patriotism and our historic & floral heritage. Go to RoseFestival.org for more detailed information on all festival activities and times.

About Alaska Airlines
Alaska Airlines, a subsidiary of Alaska Air Group (NYSE: ALK), together with its partner regional airlines, serves 95 cities through an expansive network in Alaska, the Lower 48, Hawaii, Canada and Mexico. Alaska Airlines has ranked "Highest in Customer Satisfaction Among Traditional Network Carriers" in the J.D. Power and Associates North America Airline Satisfaction StudySM for five consecutive years from 2008 to 2012. For reservations, visit www.alaskaair.com. For more news and information, visit the Alaska Airlines newsroom at www.alaskaair.com/newsroo

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