Porter Airlines has enlisted Strategic Content Labs – the custom content division of publisher SJC – in an exclusive partnership to lead all media sales and partnership activities.
Strategic Content Labs has worked with Porter on custom content and some ad sales since 2018, and published the bi-monthly re:porter since 2021 on a contract basis. This new deal, which Porter issued an RFP for last year, makes Strategic Content Labs the airline’s official media sales partner, including the magazine and on-board touch points, as well as the publisher of re:porter.
In addition to placements and content within re:porter, the touch points Strategic Content Labs will oversee include onboard sampling, WiFi sponsorships, pre-roll and video entertainment sponsorship, onboard video and banners and email. Strategic Content Labs will also continue to handle premium content and photography for re:porter magazine, which is distributed to every Porter passenger.
“We are incredibly excited to expand our Porter partnership at such a pivotal time with passengers back in the air, ready to explore the world again,” says Nicole Mullin, commercial director of media sales and partnerships for Strategic Content Labs. “As Porter grows, so too do the impressions and passenger engagements we offer advertisers across the multi-channel Porter passenger journey. There is no more engaged audience than passengers with time to relax and absorb the content, whether it’s a video ad they watch before accessing the free in-flight WiFi or a custom content article in re:porter.”
According to a media kit from Porter, roughly 550,000 business passengers fly on Porter monthly during the peak month of December, with just under 200,000 flying monthly during less popular travel months. The gender split is roughly even, with 47% being between the ages of 35 and 54 and 65% making over $120,000 in household income.
“As a custom publication, our in-flight magazine is highly aligned with our coveted Porter brand,” said Kevin Jackson, EVP and chief commercial officer at Porter Airlines. “Many of our regular passengers collect each edition because it is a trusted guide and influences their travel and purchase choices.”
Porter is also investing in expanding its Canadian flight network. So far this year, Porter has launched new routes from Toronto’s Pearson Airport to Calgary, Edmonton, Halifax and Vancouver, as well as between Ottawa and Charlottetown. Also, in February, the airline announced it would be developing a terminal at Montréal Saint-Hubert Airport to grow its operations in the city, with construction expected to by finished by late 2024.
Outside of Canada, the airline also says it has plans for routes to the southern U.S., Mexico and Caribbean.
