Rogers signs exclusive telecom deal with Toronto Pearson

The telco giant granted the rights for media, branding, advertising and in-terminal experiences.

Ignite TV Lounge

Rogers Communications is aiming to make flying in and out of Toronto Pearson a little less stressful, having announced that it is now the exclusive telecommunication partner for the international airport.

The multi-year partnership gives Rogers exclusivity for media, branding, advertising and in-terminal experiences in terminals one and three. “This is the first on the transportation side that we leaned into,” Drew Stevenson, VP, brand, Rogers Communications tells MiC.

This deal is a true partnership, Stevenson says, because it’s not just about buying media, but combining assets to create better experiences for the 50 million travellers who pass through the airport each year.

chatr airport 2

Charging stations, premium workstations and Ignite TV lounges are all part of the experiential aspects of the deal. Rogers launched the IPTV platform last summer, with access to its own content as well as Netflix, YouTube and others. “There is a lot of stress in the travel experience,” he says, “and then there is a fair bit of dwell time after going through security.”

chatr, the mobile operator owned by Rogers, will have kiosks at International Arrivals, providing travellers the opportunity to connect as soon as they land in Canada with free SIM cards and a free phone call. “Phone and internet are an integral part of getting you connected,” Stevenson says. “We want to make that as easy, for those people arriving, as possible.”

Stevenson says the rollout is still in “early days” and that as the company learns how to better curate the travel experience, it will respond to consumer insights. “With a lot of our technology and services, there is a great opportunity for us to help connect [travellers] or entertain them or help make their experience better.”