Title: It’s My Airport
Client: Billy Bishop Toronto City Airport
Agency & Production: Loop Media
Role: Development • Scriptwriting

Problem

Billy Bishop Toronto City Airport needed to shift public perception — countering the belief that it was remote or disruptive while differentiating itself from larger, less convenient airports. The challenge was reinforcing its identity as a downtown, community-connected airport through authentic voices rather than corporate messaging.

Solution

I was brought in to develop the interview framework, conduct on-camera interviews, and create the initial paper edit for the campaign. By shaping the right questions and guiding unscripted conversations with real passengers and staff, the work surfaced first-hand perspectives that positioned the airport as accessible, familiar, and integral to daily city life. This interview-driven foundation supported the broader campaign across out-of-home, digital, print, and social.

Results

• Achieved exceptionally high recall in post-campaign studies

• Drove significant increases in brand awareness and positive sentiment

• Shifted public perception toward viewing the airport as a valued city asset

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