News

Digital signage coming in for landing at Toronto Airport

The Toronto airport's passenger terminal is about to get a digital out-of-home advertising makeover from Clear Channel Outdoor-Canada.

July 17, 2014

The Toronto airport's passenger terminal is about to get a digital out-of-home advertising makeover from Clear Channel Outdoor-Canada.

Toronto's City Centre Terminal Corp. recently awarded Clear Channel Outdoor Company Canada a 10-year contract to provide a comprehensive advertising program including immersive and experiential digital signage technologies for Billy Bishop Toronto City Airport's passenger terminal. The BBTCA contract is effective Sept. 1, and with Toronto Pearson, Vancouver International and Canadian Regional Airports already in its portfolio, CCOC is now in the position to help brands reach nearly two-thirds of the passenger volume travelling annually through Canadian airports, according to the announcement from CCOC.

"Clear Channel Outdoor's global airports experience will bring a new level of sophistication to the passenger terminal experience," said Michael Deluce, executive vice president and chief commercial officer, City Centre Terminal Corp., in the announcement. "This includes advertising and traveler amenities, while enhancing terminal revenue."

The new partnership and digital makeover at the terminal will include "the latest in display and interactive technologies" to provide advertisers with an interactive media platform to better promote products and services, CCOC said.

"Our plan includes introducing modern conveniences for passengers and energy conscious designs and digital media concepts that render advertisers critical audience engagement opportunities while delivering a vital revenue stream to the airport terminal," said Toby Sturek, executive vice president, specialty businesses, Clear Channel Outdoor-North America, in the announcement.

Clear Channel Outdoor Company Canada will install five large-format digital displays throughout the airport terminal, the company said, and interactive advertiser displays will be encouraged, capitalizing on passenger dwell time and creating engagement opportunities for marketers.

The BBTCA terminal represents Clear Channel Outdoor Company Canada's second major expansion this year. Earlier this year the company acquired the rights to advertising media at Toronto's Union Station, which serves more than 65 million commuters annually.