No brand holds universal recognition, even those termed household names. Porter Airlines, with a strong identity in Canada, faced challenges as it doubled its fleet size and entered 25 new North American markets. Upper-funnel marketing became necessary to reach audiences unfamiliar with Porter. The airline committed to creating visually stunning ads, focusing on short-form videos delivered through new channels. Partnering with Samsung Ads Canada enabled targeted video advertising based on interests and geography. New creative content, specifically for CTV, was designed to engage potential customers who are less familiar with the brand.
No brand is universally known, even ones considered to be 'household names.' Canadian air carrier Porter Airlines recognizes its strong brand identity within core Canadian markets, but it faces challenges as it expands into new regions across North America. To connect with unfamiliar audiences, Porter is focusing on visually captivating ads through short-form video content and specific targeting features like geographic location and interests. By adapting its ads to different environments and creating new content for CTV, Porter hopes to engage directly with potential customers.
Porter Airlines has taken significant steps to expand its reach, doubling its fleet size and launching flights to 25 new markets in North America. This growth necessitated a stronger marketing focus on upper-funnel strategies to introduce the brand to new audiences. The airline is embracing visually captivating advertising, including short-form video that resonates with the preferences of potential customers in unfamiliar territories.
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