Pattison Outdoor Advertising has signed a five-year agreement for the advertising rights on MiWay, the public transit system for the City of Mississauga.

Mississauga is Ontario’s third largest municipal transit service provider with a fleet of roughly 500 buses serving 65 transit routes. MiWay also connects with GO Transit regional bus and train service, as well as the Toronto Transit Commission, Brampton Transit, Milton Transit and Oakville Transit.

Pattison Outdoor will sell exterior and interior bus advertising on MiWay, the public transit system for the City of Mississauga. Also, by adding MiWay to its portfolio of transit inventory, Pattison has also become the sole provider of advertising on transit vehicles in the Greater Toronto Area, enabling advertisers to reach a population of 7.3 million residents through one provider.

“We are thrilled to add MiWay to our transit portfolio, further expanding our reach and solidifying our position as Canada’s largest out-of-home advertising company,” says Cameron Milne, VP and general manager for the central Region at Pattison Outdoor. “Pattison Outdoor can now offer local and national advertisers unparalleled access to a growing population of nearly 766,000 Mississauga residents across 179 square kilometres.”

Outfront will continue to handle advertising for MiWay transit shelters.

MiWay had 41.2 million riders in 2019. Like most transit systems, ridership took a hit during the COVID-19 pandemic, but the city reported it had reached roughly 91% of pre-pandemic levels in October.