Porter Airlines conducts blind box promotion
By Derek Winkler
Porter Airlines has begun a promotion called “The Little Things Blind Boxes” to coincide with its 20th anniversary. Developed by Academy of Toronto, the promotion features boxes that contain one of five collectible minature items, including the brand’s raccoon mascot, two toy airplanes, a suitcase and a drink. One thousand of each item will be sold online at <http://www.porter20.com>. In addition, 20 boxes will contain a Golden Porter Pass that can be redeemed for 20 free flights. The campaign also includes media relations, social media content, creator partnerships, public relations and digital elements. PR is being handled by The NBP Group and Glossy.
“Porter’s ‘The Little Things’ platform celebrates the details that make flying economy feel different,” said Sabrina Babooram, head of strategy at Academy. “The blind boxes turn those familiar moments of joy into something people can actually hold, moving the brand from something passengers experience to something they identify with. That's when a brand platform starts to live beyond advertising.”