Billy Bishop Airport breaks campaign
By Rob Bale
PortsToronto has begun an advertising campaign for the Billy Bishop Toronto City Airport. The campaign, called “It’s my Airport,” presents the travel experiences of real passengers and employees of the airport. These include the airport’s downtown location, the ability to walk or bike to the airport, its customer service, sustainability practices, economic impact and career openings. The 16-week campaign consists of print, out-of-home and online advertising, as well as social media content. The creative includes a QR code that consumers can use to submit their own stories about the airport. These will be uses in a future campaign planned for the winter.
“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 campaign,” said Deborah Wilson, vice-president of communications and public affairs at PortsToronto. “We reached out to passengers who had posted to social media about the airport to star in our campaign and used their actual stories and posts along with quotes gathered from candid interviews. We also featured the stories and experiences of Billy Bishop Airport staff and airport partners. 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.”