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The aim is to drive awareness towards the airport from a personal perspective and as an important piece of infrastructure of Toronto
PortsToronto, the operator of Billy Bishop Toronto City Airport, has kick-started an advertising campaign to promote the benefits and amenities of YTZ. The push—It’s My Airport—stars real-life passengers who recount their travel experiences and provide the reasons behind the decision to fly to or from the airport.
The participants of the unscripted effort were not paid for their involvement. Themes which emerged from the candid interviews with passengers include the airport’s proximity to downtown, friendly customer service, ability to walk or bike to the airport, and access to more than 20 destinations throughout North America.
The campaign will run for eight weeks with a provision to extend on certain platforms, and encompasses print, radio, outdoor, television, and online executions as well as the digital OOH platform in the airport and tunnel. The campaign’s creative and media aspects were developed by Loop Media and Cundari Media respectively.
In 2015, Billy Bishop Airport welcomed 2.5 million passengers, generated more than $2 billion in economic impact for the city of Toronto, was the ninth busiest airport in Canada, and won numerous awards including being named a top regional airport by both Skytrax and Airport Council International.
“We reached out to passengers who had tweeted about the airport to star in our campaign and used their actual stories and posts along with quotes gathered from candid interviews. The campaign uses authentic experiences to build greater,” said Deborah Wilson, VP of Marketing, Communications and Public Affairs at PortsToronto.
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