New Porter Marketing Plan - Porter Airlines

With the recent uproar of the Pearson to Union LRT costing over 25 dollars, my marketing plan is to poke fun at that with suggesting the new tunnel is free for users and puts you directly downtown, instead of a 20 minute additional commute to downtown after your flight. The audience is anyone who normally would take the LRT from Pearson to Union. With intention to gain shares on Facebook and Retweets on Twitter. The reason for this post is to encourage & educate people to fly into Billy Bishop Airport with Porter instead of Pearson International. Launching immediately while the thought of the LRT still in commuters minds. Below is a mock up of the proposed plan.

Porter And Their Fan Pages

Airlines and Fan Pages don’t necessarily go hand in hand, but they can at times be useful for consumers to share their experiences and gripes. Porter has verified accounts all across the social media board. With the fact Porter is still a relatively small company so it should be no surprise there aren’t a large amount of fan pages.

On facebook, there is a Porter Airlines page that is a Personal Page where you request them as a friend. Once you are friends with them there are a plethora of people expressing their opinions on the page.

Porter has no “fan pages” on twitter, however they do have a large amount of people tweeting about them both positively and negatively. Twitter is a great way for people to share their experience with the company and to possibly be recognized. Below is an example of two positive & negative tweets.

Last but not least Instagram, again following the trend there aren’t many fan pages. Most of the pages with Porter Airlines in the title appear just to be people who have the Instagram handle & use a version of Porter’s logo & branding.

Porter & American Airlines YouTube

When you think of Airlines you most likely won’t think of YouTube, however it can be a very useful tool to showcase advertisements and other upcoming options for customers to view.

American Airlines capitalizes on this form of easy marketing. Despite posting less then twice a month their view count on most videos is over 250,000 views. With the most successful video being an interior tour of their new Airbus A321 and Boeing 777-300 (https://www.youtube.com/watch?v=20zshmYxhLw.) They capitalized on newly released at the time airplanes to gain half a million views. The new cabins feature state of the art TV options and roomier accommodations for everyone not just First Class. On top of maximizing their video content they also have links to all of their other social media accounts & links to book flights, fare sales and to join their American Airlines Advantage Program.

Porter lacks on the YouTube front, rarely posting and then when posted their titles have comments such as “VIPorter Segment 2 Final 1080p” which is the exporting format name given from Adobe Premier Pro. To get a view videos need to have a catchy title and an eye catching thumbnail. Which most of Porter’s do not. Their top video has 1,400,000 views however only 1 like, which shows it is on YouTube as an advertisement that gets seen before other videos or websites however rarely gets seen on the actual video page. (https://www.youtube.com/watch?v=XsVg8Q4f0jg) Another faux pas Porter has is the lack of Bio. They have their website address as their bio and nothing else, so while they maximize their Facebook, Twitter & Instagram social media accounts, YouTube is left virtually forgotten about.