PortsToronto, which owns and operates the Billy Bishop Toronto City Airport, has launched a new edition of its “It’s My Airport” campaign. Using unscripted, candid experiences of real employees and passengers, the campaign highlights the benefits of having a convenient travel hub so close to downtown.

The campaign will run for seven weeks, with a provision to extend on certain platforms, and includes social media, print, out-of-home, and online. The media buy is primarily digital – in-airport screens, elevators, transit shelters, online, banner ads, SEM, social media and YouTube – but according to Deborah Wilson, VP of communications and public affairs for PortsToronto, the organization plans to carry the campaign through to print in the coming weeks.

Although once seen as mainly an airport for business travelers, Wilson says in recent years that has shifted. Now, leisure travelers make up the majority of airport users. “Our demographic information would indicate many have families and small children and appreciate the ability to fly out in the morning and be home for dinner given how easy it is to access the airport from many neighbourhoods in Toronto,” she says.

“We’re using owned social to focus on people with travel interests, YouTube for anyone actively researching trips online, and third parties like BlogTO and Narcity to showcase the airport within the Toronto market. Lastly, digital out of home in the downtown core will highlight the airport’s location,” says Wilson.

The first edition of “It’s My Airport” was launched in 2023 and included a call to action to have people submit reasons why they appreciated Billy Bishop Airport. The present campaign was able to use some of the stories that were submitted last year, with the 2024 creative including a nurse who travels to Northern Ontario to provide essential medical care and a couple that connected through the airport during the long-distance phase of their relationship and were engaged at Billy Bishop Toronto City Airport, explained Wilson.

“These stories are genuine, authentic and moving. Who better to speak to the benefits and experience at Billy Bishop Toronto City Airport than the passengers, partners and staff who use this airport,” said Wilson.

Hill and Knowlton Digital handled media strategy. Jeremy Kahnert Advertising Solutions and Pattison are in-airport media partners. Creative for the campaign was by Ascend Design House.