Billy Bishop Toronto City Airport Launches Latest Edition of “It’s My Airport” Advertising Campaign
PortsToronto, owner and operator of Billy Bishop Toronto City Airport, today launched the latest edition of It’s My Airport, an award-winning multiplatform campaign featuring genuine, candid experiences shared by real passengers and employees of Toronto’s downtown airport. This campaign spotlights the benefits of the airport as a convenient travel hub and important piece of infrastructure for the City of Toronto.
With the tagline It’s My Airport, the campaign depicts actual passengers and employees recounting their travel experiences and providing the reasons why they choose to fly to/from Billy Bishop Toronto City Airport or work at the airport. Participants were not paid and were not scripted.
“In this latest edition of It’s My Airport, we hear from Marc – a nurse who travels to the northern reaches of Ontario to provide essential medical care; from Ann and Jay – a couple that connected through the airport during the long-distance phase of their relationship and were engaged at Billy Bishop Toronto City Airport; and Armin who was inspired to become a pilot by visiting the airport during its annual Doors Open event” said Deborah Wilson, Vice President of Communications and Public Affairs for PortsToronto, owner and operator of Billy Bishop Toronto City Airport. “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. We are thrilled to be able to share these stories."
Themes emerging from candid interviews with the passengers and staff included the airport’s proximity to downtown, the ability to walk or bike to the airport, friendly customer service, the airport’s sustainability practices, economic impact, community investment, career opportunities and how the airport provides a vital link to northern and remote communities providing emergency resources and support.
An earlier version of the campaign launched in the fall of 2023, and it was recognized with a Canadian Public Relations Society (CPRS) Toronto Achieving Communications Excellence (ACE) Award for Marketing Communications Campaign of the Year. The campaign creative included a QR code for people to connect and submit their own stories about why they choose Billy Bishop Toronto City Airport. It was these submissions that formed the basis of the current campaign.
The campaign will run for 7 weeks, with a provision to extend on certain platforms, and includes social media, print, out-of-home (OOH), and online. The digital OOH screens in the airport will also be incorporated.
The Toronto Port Authority owns and operates Billy Bishop Toronto City Airport, which welcomes approximately two million passengers and generates approximately $2 billion in economic impact per year; the Outer Harbour Marina, one of Canada’s largest freshwater marinas; and the marine Port of Toronto, which facilitates businesses such as marine shipping, cargo services and passenger cruises to generate approximately $460 million in economic activity annually. Since 1911, and in its role as a city builder, the Toronto Port Authority has worked with partners and every level of government to enhance Toronto’s transportation infrastructure and economic growth. The Toronto Port Authority is committed to fostering strong, healthy and sustainable communities, and has invested more than $30 million in recent years to fund charitable initiatives and environmental programs that benefit communities along Toronto's waterfront and beyond.
The Toronto Port Authority is a federal agency and operates in accordance with the Canada Marine Act. It is guided by a Board of Directors that includes representation from all three levels of government.