The role of airline marketing has now expanded to include a more expansive view of the travel planning process. The chapter utilises a classic four P's approach – product, place, promotion and price – while reviewing some of the possible legal and regulatory concerns that impact on how airline marketing is addressed today. Airlines must determine what is the right product for the premium passenger mix of the airline. The chapter examines the role of how a classic promotional tool, sponsorship, can be combined with the tools of social media to provide an overall promotion campaign to target audiences. As airlines develop new fare products, airline information systems must be updated to deliver the variety of products and services, with multiple price points involved, to the consumer. Airlines face the task of meeting the basic needs of passengers in a constantly changing technological and world marketplace.