Porter Airlines has named Toronto-based Totem as the sales agent for its in-flight magazine re:porter following a formal review. The deal is effective immediately, commencing with the magazine’s May/June issue.
The account had been with Toronto-based Berry Media since 2009, but was put up for review when company principal Sandra Berry announced her retirement.
Nicole Mullin, commercial director for Totem, said the company had built and maintained a “strong portfolio” in the travel and in-flight magazine sector, thanks to a long-standing partnership with British Airways Media that includes ad opportunities in its approximately 60 global lounges and its two in-flight titles: Business Life and First Life.
Totem’s other travel clients include Sunwing Media and its in-flight magazine Wings, as well as Emirates Airlines’ Open Skies and Etihad Airlines’ Etihadinflight and Aspire magazines.
“We’re really excited to work with Porter,” said Mullin. “It’s an award-winning airline and fits in really well with our global accounts. We’re excited to see how we can grow their existing advertising business.”
Created by Porter in association with global creative and branding agency Winkreative (founded by Tyler Brûlé of Wallpaper and Monocle fame), re:porter publishes eight issues per year.
It reaches the upscale business travellers that comprise a significant portion of Porter’s customer base, with 65% of its passengers having an annual household income of greater than $100,000 and 24% holding a senior management position (with 10% holding the title of president or CEO).
Mullin said Totem planned to further explore native advertising and content integration opportunities with re:porter. “It would be an ideal scenario if it was the right advertiser and a good fit,” said Mullin.