The GTAA Toronto Pearson Airport wanted to incorporate Web technology to engage travelers and the airport community and demonstrate their new brand strategy through improved communications and operations. The initiative was sponsored by the GTAA Marketing and Business Development, Corporate Affairs and Communications and IT&T, the airport’s internal Information Technology team. Collectively, they were struggling to define business requirements which would map successfully to a digital media strategy and enable them to achieve their strategic objectives.
After years of struggling with an external web vendor and limited capabilities, the GTAA needed a solution that would support their new brand and future growth requirements. By analyzing the business requirements from the diverse teams and by understanding the goals for the new brand strategy, a 5 year digital media strategy was developed to set the vision of what the GTAA can achieve. From this strategy it was possible to identify the requirements for the first phase of the project which included an enterprise-level web content management system, new operational processes and a new interface design for the website.
With a solid digital media strategy, the GTAA is now able to move forward with the vendor selection process to implement the new website design and a content management solution that will enable them to continuously update and improve the web experience for all their customers. They also have a solid vision of how the web site and interfaces will help to improve their operational efficiencies and increase revenue.
The airport is on it's way to having all their social media services integrated into their operational services to build a foundation that will allow them to grow towards their quest to be a more socially friendly airport.