The quintessential March Break airport experience includes parents struggling to corral their loved ones and luggage while trying to find their gate. To make things a bit more colourful for travelling families, Toronto Pearson International Airport, Juniper Park and Black Chalk Marketing ran a campaign during March Break last week.
These folks are usually less frequent travelers and leave loads of time for the process. The result? Lots of idle time before they board with their brood.
More than one million people typically travel through Toronto Pearson during March Break. Pair the busy factor with the fact that many of these travelers don’t fly frequently and don’t necessarily know their way around the airport—plus they’ve got kids and extra bags in tow—and it can make for a stressful experience.
Using the insight that these travelers can feel bored, confused and cost-conscious during their time at the airport, Juniper and Black Chalk created a program called “The Fun Starts Here.” It included in-terminal colouring walls, sketch artists that drew caricatures, and giveaways like travel journals and wooden plane kits.
There were also elements geared towards parents including a personalized mobile trip planner meant to ease the airport experience (packing tips, terminal maps, information on checking in and security info), food samples from Pearson’s new restaurants and parking upgrade discounts.
