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Toronto Pearson International Airport Goes Up Up And Away With Re-Branding Campaign

You probably wouldn’t expect it, but the airport business can be pretty competitive, it is becoming quite apparent that consumers now have a choice especially in a city such as Toronto.  Less than 10 years ago consumers found themselves a choice to to which airport they use, of course this depends on which airline they travel with as well, but it still represents a major shift in consumer availability.    Recognizing the changing landscape of travel, the Toronto Pearson International Airport announced its ambition to become North America’s leading international gateway by focusing on expanding Toronto’s reach through growing connecting traffic and the number of international destinations served from the airport. In order to achieve this, Toronto Pearson will build on its current strengths as Canada’s leading airport by placing more focus on improving the overall airport experience. Over the coming months and years, a number of new products and services will be introduced to help all passengers move more easily and comfortably through the airport. Today, Toronto Pearson will introduce a new brand identity to signal this change in focus.

“We understand that both airlines and guests have more choice than ever and we appreciate the need to make sure we are offering them what they need so they will choose Toronto Pearson. A successful Toronto Pearson has a positive impact on the local, regional, and even national economy,” said Pamela Griffith-Jones, Chief Marketing and Commercial Officer for the Greater Toronto Airports Authority, operator of Toronto Pearson. “We also appreciate that we are often the first and last impression of the region for the 32 million passengers who travel through our airport each year. We want to ensure that we offer them a warm welcome and a smooth and relaxing travel experience while showcasing the best of what this region has to offer.”

The Toronto Pearson International Airport has launched a re-branding campaign that will include  a new colour scheme and the slogan: “For You. The World.”

“The logo’s multiple, vibrant colours represent the cultural diversity of Toronto and the world we provide access to. Together, the lines create a human figure that is embracing and reaching out to the world,” says Pamela Griffith-Jones. “For You. The World” puts our customers at the centre of it all, conveying our commitment to being the ultimate host while reminding them of our global reach.”

Pearson handles an estimated 31.9 million passengers and is ranked 4th largest in international passenger traffic in North America, which means the pressure is on them to continue to evolve and deliver not only to travellers and those use use the airport.  A number of other changes have and will continue to be applied as part of their re-branding campaign including a new airport website: TorontoPearson.com will replace GTAA.com. The new website will serve as a platform for future mobile services. Features of TorontoPearson.com will include improved flight search capabilities, a parking advisor and a searchable airport guide and stories and information about a changing Toronto Pearson.  Free wi-Fi was also introduced last year and available to all guests of the airport.  They have also revamped their guest services and retail areas to provider a higher level of service.


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