PATTISON Outdoor Advertising has signed a 10-year agreement with Toronto Pearson, becoming the airport’s exclusive advertising and brand experience partner.

Under the agreement, PATTISON will manage and develop advertising, media, and brand experiences across Canada’s largest airport, with a focus on passenger experience, data-driven planning, and new technology.

PATTISON will deploy its proprietary airport media planning and audience analytics platform, PATTISON Pulse, to provide consumer data and insights intended to help advertisers optimize campaigns within the airport environment. The company will also introduce interactive digital twins, such as mapping capabilities, coupled with dynamic content and advanced targeting to support media planning and execution.

PATTISON will roll out media upgrades throughout the partnership, enhancing interior spaces and expanding the airport’s exterior advertising program. According to the companies, design innovation and passenger-first planning will guide the upgrades.

‘A memorable journey for every traveller’

“It cannot be overstated how important and impactful the partnership between PATTISON and Toronto Pearson is for the Canadian advertising and aviation landscape,” said Steve McGregor, president of PATTISON Outdoor. “PATTISON is embarking on this journey with a steadfast commitment to long-term growth and innovation, delivering the very best in media technology to create a seamless travel experience, while empowering brands to connect with highly coveted audiences in an environment where they are most receptive.”

Toronto Pearson said the partnership supports its broader goal of enhancing the traveller experience as the airport continues to grow. “Collaborating with PATTISON allows us to elevate how passengers experience Canada’s largest airport,” said Kurush Minocher, chief commercial officer at Toronto Pearson. “Through advanced media, smart technology and thoughtful design, we are creating a more seamless, engaging and memorable journey for every traveller as Toronto Pearson continues to grow as a world-class global hub.”

PATTISON brings experience managing advertising in high-traffic public environments, including airports and transit systems. Both organizations said the partnership will establish a technology-enabled approach to airport advertising and brand experiences over the next decade.