Porter Airlines Expansion of Billy Bishop Airport

Presented by: MMediaMiser TURNING NEWS INTO KNOWLEDGE ****....... *****.... Porter Airlines ... On April 10, Porter Airlines announced plans for the expansion of its fleet and its operations hub at Billy Bishop airport in Toronto. How was this news received by the media and stakeholders? Coverage over time Articles Twitter Postings -Circulation 300 40,000,000 Total articles: 455 More than two- 35,000,000 250 thirds of all articles Total Circulation: 30,000,000 and audience reach 200 105,709,809 25,000,000 appeared between April 9 and 11. Total Tweets: 1,009 150 20,000,000 15,000,000 100 Total Impressions: 2,678,480 10,000,000 50 5.000.000 Overall online news tone Negative 4% 96% Of online news stories were either positive or neutral, and only 4% were negative. Positive 50% Neutral 46% Twitter Tone Twitter tone, however, was decidedly more negative - nearly Negative Positive 20% 19% 20% of tweets were Neutral 61% negative toward Porter. Top Quoted Spokespeople Pierre Beaudoin - CEO, Bombardier Positive Neutral Negative Glen Murray - Transportation Minister- Zack Taylor - Professor, U ofT Porter CEO Robert Deluce was quoted in over 25 per cent of articles, the vast majority of which appeared on April 10. Rob Ford - Toronto Mayor Chris Murray - Analyst, PI Financial Joseph D'Cruz - Professor, U of T Adam Vaughan - Trinity-Spadina Councillor Walter Spracklin - Analyst, RBC Barry Lipton - Spokesperson, Community Air Robert Deluce - CEO, Porter Airlines 50 100 150 Key message share of voice Noise not a concern 36% Additional data for this topic is available in a long-form report. Please contact [email protected] for more information. Environmentally friendly 18% Economic benefit 14% Thirty-six per cent of articles noted that Noise concern 8% noise from the CSeries jets would likely not be a concern while only eight per cent mentioned noise could Environmental concern 5% *Analysis was completed based on online news. Report cost covered be a concern. Cost of report 4% 0% 5% 10% 15% 20% 25% 30% 35% 40% www.mediamiser.com ©2013 MediaMiser Ltd. May 6 May 8 May 10 May 12 May 14 May 16 May 18 May 20 May 22