Billy Bishop campaign stars satisfied customers

While PortsToronto has traditionally taken a targeted approach to its advertising efforts, this awareness-building campaign is designed to reach a wider audience.

What’s better than having actual customers tell people how much your brand means to them?

Nothing, as far as the folks at PortsToronto can testify. The company, which operates the Billy Bishop Airport in Toronto, launched a campaign today that highlights how actual travellers connect with the space and why they used it.

The campaign, which runs with the tagline, “It’s My Airport” is aimed at building general awareness and to promote the features and benefits of the airport, also known by its airport code, YTZ.

In the campaign, which will be in market for eight weeks, six travellers who have had the Billy Bishop experience talk about why they use the airport: its downtown location; access to 20 North American destinations; and great customer service, for example.

Creative for the campaign was developed by Loop Media, with media from Cundari Media. 

DarynaThe campaign is the most significant campaign Cundari Media has worked on for Billy Bishop since the agency started working with PortsToronto last year, Luke Moore, VP, managing director, media at Cundari, told MiC. Previous campaigns, were hyper-targeted with local messaging and specific stakeholder groups in mind, he said. With this campaign “our strategy was to expose residents and businesses in the GTA, as well as Montreal’s business travellers, to the full portfolio at Billy Bishop.”

Deborah Wilson, VP, marketing, communications and public affairs at PortsToronto said the company decided to invite customers who have tweeted or written on social media about their positive Billy Bishop experiences to share their stories. The company and its agencies developed the campaign based on the comments that they saw on social media. Of those whose faces appear on the campaign, not one was paid for their work, nor were any of their comments scripted. (One of the “actors” is Walter Levitt, CMO at Comedy Central who calls the airport “calm and relaxed.”)

The campaign includes a buy across platforms, including print, online, social media, television, OOH, TSAs and digital.

The radio buy is aimed at ensuring that listeners hear at least four of the six messages, which highlight different attributes of the airport. The media agency bought more spots on fewer channels to maximize the probability of listeners hearing at least four messages. Ads are being delivered to five of the top six stations, including Newstalk.

The OOH placements are on static formats that include vertical and horizontal formats as well as street columns and some digital PATH screens.

The campaign also includes a 30-second video for digital and TV placement, with Cundari handling the digital buy on news sites like the LaPress.com, theStar.ca and the theGlobeandMail.com.

All creative and additional information can be found on a landing page.

Billy Bishop has a reach of 2.5 million annual passengers, making it the ninth busiest airport in the country.