LOTS HAPPENING IN
TORONTO!
The first quarter of 2023 has proven to be an exciting start of a new year for Toronto and Out-of-Home Advertising, with plenty of opportunities on the horizon and good things already going on in heart of the 416.
A consistent return to the office is bringing many commuters and workers back into the city’s many office buildings for more days in office than before. On average, Toronto’s office workers are now in the office 3 days a week and working from home for 2. Over half are commuting up to 75KM weekly to get into work, bringing roadside and highway traffic up.1 As traffic ramps up over the Gardiner Expressway, the reach and frequency of our Digital Superboards are a superb way to connect with commuters.
Pausing to Reflect
To celebrate Black History Month, the TTC has partnered with Astrosankofa Arts to feature eight local black artists as they create works to celebrate great historical figures of colour. Wrapping buses, posting Murals on Streetcars, Posters in transit stations and across TTC social media will be the works of these amazing artists. Adeyemi “Yung Yemi” Adegbesan, Autumn Beals, Danilo “Deluxo” McCallum, Kanisha Dabreo, Komi Olaf, Meighan Morson, Quentin VerCetty and Troydell Wallace have all created incredible works of art that can be found around the city.2
Prepare for Takeoff
As tourism and travel continues to rebound, Billy Bishop Airport is seeing a rising trend in the number of passengers arriving and departing. Ongoing investments to improve the infrastructure and destinations offered by Billy Bishop Airport are making travel even easier for Torontonians and tourists alike.3 It was estimated that the city airport brought in roughly $3 billion to Toronto’s economy, up from the $2.1 billion it managed in 2019.4
With the promised inclusion of a Preclearance facility for US travelers coming soon and the on-going efforts to add Connect Airlines, Billy Bishop is expecting a significant increase in the number of passengers the airport sees. The addition of this new airline would add direct connections from Toronto to major Midwest and Northeast US cities like Chicago and Philadelphia.5 This will be a major boon for the city, creating many exciting travel opportunities and the creation of more jobs. By expanding on the travel options, this will not only be a bigger hub for tourists and visitors but it will be a great way to give Torontonians travel options right at their doorstep.
As Toronto returns to a new normal, foot traffic in the downtown core has seen a considerable jump. Several Business Improvement Areas in the city, from Yonge Street to Queens Quay, are reporting higher pedestrian counts than 2022, regularly breaking past the monthly averages.6 With pedestrians flocking to the streets again, unique displays and installations at street level are a great option for advertisers. Like the Corona Sunlight Stunt, where a Coremedia street ad used lighting to mimic the look and feel of sunlight in the middle of wintery nights.
Hometown Heroes
But it’s not just commuters, shoppers and residents taking to the streets and the TTC, but the Toronto Maple Leafs as well. In early February, the team rode the TTC subway to Nathan Phillips Square where they held their once-annual outdoor practice. The return of the yearly tradition was a welcome surprise for so many fans as they got a chance to meet some of their hometown hockey heroes as they made their way to the rink using the ‘Better Way’.7
Out-of-Home Advertising in Toronto is on an upswing,
as people return to the city for work or play, with new opportunities for travel and tourism abound and as thrilling events unfold in the core. All of us here at PATTISON Outdoor are looking forward to what lies ahead!
Sources: PATTISON Monthly Recall Tracker Study, n=400 interviews conducted within the Toronto CMA among the General Population in January 2023 via Dynata online panel.1
TTC celebrates Black History Month 20232
Toronto island airport customs preclearance will see service expand to eight new U.S. cities — and boost passenger traffic by 40% | The Star3
PAX – Billy Bishop airport is critical to Toronto’s continued growth: report (paxeditions.com)4
Billy Bishop in talks to bring new startup airline to Toronto | News (dailyhive.com)5
Significant Increases in Foot Traffic for Downtown Yonge BIA in Toronto Facilitating Retail Rebound [Interview] (retail-insider.com)
Pedestrian traffic in downtown Toronto surpasses pre-pandemic levels (msn.com)6
PowerPoint Presentation (waterfrontbia.com)6
Maple Leafs players ride the TTC to outdoor practice | CP24.com7
