Pearson lands a rebrand

The Toronto airport launches a new look and traveller-friendly terminals in an effort to become a more internationally recognized destination.

The Greater Toronto Airports Authority (GTAA), the non-profit corporation that operates Toronto Pearson International Airport, has launched a rebrand, with an eye on grabbing a bigger piece of the international travelling pie, Pamela Griffith-Jones, chief marketing and commercial officer, GTAA tells MiC.

The GTAA has adopted Toronto Pearson as its consumer-facing brand, following consultation with Toronto-based brand strategy firm Level 5. Other changes include a refreshed logo by Toronto-based Ove Design & Communications, a new tagline (‘For you. The world’) and a new website at, additional retail stores and an increase in customer services, as well as terminal entertainment including a NXNE performance, Honda Indy car display and other events showcasing the region’s tourism offerings.

The international airport’s fresh face, with creative by Toronto-based Juniper Park, will be promoted more within its terminals, as well as through the different airlines it carries, says Griffith-Jones.

“Our major focus is on promoting what’s in the airport, within the airport,” she says. “We are Canada’s largest OOH advertising venue, we have our own vehicle to use.”

“When someone is online checking in, we offer up parking options and remind them about retail promotions,” adds Griffith-Jones. “We do as much as we can to integrate our promotion into other selling processes when the customer is in the mindset of making a trip.”

Currently fourth in North America in terms of international traffic, with last year seeing an increase in global travellers by 4.6%, Toronto Pearson also plans to capitalize on being a connecting point for business, seasonal and infrequent travellers, she says.