Toronto Pearson announces new strategy

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."

To help demonstrate this shift, travellers will see a new Toronto Pearson logo, which will feature 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."

For You. The World
Examples of changes that are being introduced between now and early 2012 include:

New airport website: TorontoPearson.com will replace GTAA.com and will carry significantly improved features, functionality and ease of navigation. 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.

New guest services: New Guest Service Centres in the Arrivals areas with representatives formally trained by Tourism Toronto will be onsite to provide directions and to help visitors to Toronto when they arrive at the airport. Guest Service Representatives can also be reached through 416-AIRPORT 24 hours per day. In addition to the free wi-fi services introduced in 2010, new charging stations for electronics will be introduced throughout both terminals, allowing guests to recharge their handheld devices and laptops while they wait for their flights.

New retail: Toronto Pearson will provide more shopping and dining choices for guests by introducing both global and local brand options including the recently opened Fionn MacCool’s in Terminal 3 and iStore – the new electronics store offering Apple-license products that will open soon in Terminal 1. Additional shopping and dining changes and offerings are expected over the course of the next 18 months.

Car Care: Car detailing is now available for Valet Care users, adding to Toronto Pearson’s on-airport parking choices such as Daily Park, Express Park, Value Park, Valet Care and Cell Lot.

Events & entertainment: In 2010, Toronto Pearson celebrated a number of key tourism events happening in the region and Toronto Pearson will continue to grow its program of featuring many exciting cultural and entertainment activities while entertaining guests and visitors to the airport. Plans for 2011 include:

• An art installation specifically designed for Toronto Pearson by Bruce Mau, as a part of the Luminato festival
• The Honda Indy show car on display in Terminal 1 Domestic Arrivals
• Host Scotiabank Toronto Caribbean Carnival celebrations
• Stage North By North East performances
• Partner with The Toronto International Film Festival (TIFF) and more

Free Wi-Fi services: Introduced last year, Toronto Pearson will continue to offer free Wi‐Fi services to all guests.

The GTAA is the operator of Toronto Pearson International Airport, Canada's biggest airport and one of the largest airports in North America in terms of passenger and air cargo traffic. In 2010, Toronto Pearson handled an estimated 31.9 million passengers and is ranked 4th largest in international passenger traffic in North America. The focus of the GTAA continues to be on competitiveness, growing the airport’s status as an international gateway, meeting the needs of our guests and ensuring the long-term success of the organization, our airline customers and the regional economy.

For more information, high resolution images or interview requests please contact:

Noor Marzook
Edelman Public Relations
noor.marzook@edelman.com  
+1.416.849.8914