In partnership with Toronto Pearson, Visit Mississauga is launching a new interactive exhibit inspired by the “Eras” tour for Swifties as they arrive for the singer’s concerts this month.
The city of Mississauga’s official destination marketing organization has placed a movement-responsive digital wall in Pearson’s international arrivals area. The activation, open until December 12, is set to music by Taylor Swift and invites passersby to take pictures in it. Members of the airport’s welcome team are also handing out Toronto Pearson-branded bracelets to travellers passing through the wall. The exhibition is promoted through social media, earned media, in-terminal signage and influencer marketing. It has been created and installed by Moment Factory.
Victoria Clarke, CEO of Visit Mississauga, tells MiC that the activation is intended to give fans a different experience while in the city, in addition to inviting them to visit other music events and concerts, as well as shopping malls and tourist attractions. “We wanted to create a sense of arrival at the airport for all the concert fans coming in from across the country and from across the word. We wanted visitors to feel the energy and excitement and wanted to welcome them in a special way, from the moment they land here in Mississauga,” Clarke says.
The organization is also running Taylor-themed blog posts to promote an “Eras Tour of Mississauga,” featuring must-see places throughout the city, as well as a shopping guide highlighting the city’s stores. It also partnered with Square One and the Sheraton Gateway Hotel (located in Pearson), offering a free round-trip Uber ride to Square One to guests who book a day pass with the hotel.
According to Clarke, the activation is in line with Visit Mississauga’s positioning launched in 2023, which includes the tagline “A Cultural Canvas” to highlight the city as a vibrant and diverse place with numerous cultural festivals and an authentic culinary scene. “Through strategic partnerships, such as this with Toronto Pearson, we strengthen Mississauga’s positioning as a leading destination within Canada, and an internationally known hub for global travel,” she says. This is the first time the organization has collaborated with Toronto Pearson on a marketing program.
Toronto Pearson president and CEO Deborah Flint said the concerts are an ideal way to highlight the airport, with many people traveling to the city from other parts of the country and the world to attend the shows. “This activation is a unique way for fans to begin their musical journey as soon as they step off the plane. We are excited to add a unique and cool moment to their memories – one of the ways we put the joy back into travel,” Flint said.
