Billy Bishop Toronto City Airport has launched an interactive, multiplatform ad campaign featuring genuine, candid experiences from actual passengers, employees, and partners of the downtown transportation hub. Image courtesy PortsToronto
Billy Bishop Toronto City Airport has launched an interactive, multiplatform ad campaign featuring genuine, candid experiences from actual passengers, employees, and partners of the downtown transportation hub.
Featuring the tagline “It’s My Airport,” the campaign’s real-life participants recount their travel experiences and explain why they choose the airport as a travel provider, place of work, or business associate.
Common themes which emerge from the interviews are the airport’s proximity to downtown and infrastructure such as hospitals, the ability to walk or bike there, customer service, sustainability practices, economic impact, and career opportunities.
The campaign will run for 16 weeks and may extend on certain platforms. It will include social media, print, out-of-home (OOH), and online, as well as the digital out-of-home (DOOH) screens within the airport. The advertising creative includes a QR code for people to connect and submit their own stories about why they choose the airport, which will form the basis for another campaign planned in winter 2024.
“Passengers often share their stories and experiences about the advantages of flying in and out of Billy Bishop Airport, and it was these stories that inspired the ‘It’s My Airport’ campaign,” says Deborah Wilson, vice-president of communications and public affairs for PortsToronto, the authority who owns and operates the airport. “The people featured in this campaign were not scripted, so the campaign spotlights their authentic, genuine experiences at Billy Bishop Airport, whether as a passenger or an employee.”
