Mr. Porter takes centre stage

As announced earlier by SooToday.com, Porter Airlines will introduce daily service between Sault Ste. Marie and Billy Bishop Toronto City Airport on May 4.

The following news release from the carrier describes the launch of an upcoming advertising campaign starring the company's mascot.

************************* Porter debuts television advertising campaign

TORONTO (March 7, 2011) - Porter Airlines is set to release its first series of television ads.

The animated spots come as the next step in Porter’s marketing strategy and feature the company’s raccoon brand mascot, Mr. Porter.

“We are looking forward to introducing Mr. Porter to television audiences as part of our first broad-based television advertising campaign,” said Robert Deluce, president and CEO of Porter Airlines. “Mr. Porter embodies the friendliness and approachability of Porter and has helped to establish our company within the minds of our passengers, so it is natural for him to expand his presence to television.”

The ads focus on moments in the life of Mr. Porter, showcasing Porter‘s convenient downtown Toronto hub at Billy Bishop Toronto City Airport, friendly service, and amenities, such as all-access departure lounges, in-flight legroom, and complimentary snacks and beverages.

Mr. Porter is an important part of Porter’s brand and is currently featured on the website, in-flight magazine, in print ads and other aspects of the brand calling for attention.

“Porter is always looking for new and interesting ways to reach our passengers and the logical next step in our marketing strategy is to include television advertising,” said Elizabeth Margles, vice president, marketing and communications, of Porter Airlines. “The TV spots maintain brand continuity, and help increase general awareness by offering passengers a consistent message about the Porter Experience.”

Three spots, each with 15 and 30 seconds versions, will air on English stations, predominantly in Ontario and Quebec, beginning today.

French language versions of the ads will start airing later in the month.

Some networks included in the media buy are CTV, CBC, Global, A-Channel, CP24 and BNN.

The television ads were developed by Winkreative, Porter’s creative partner since the airline began service in 2006.

The English ads are posted on Porter’s YouTube Channel available here.

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