Porter Airlines’ Planned Airport Expansion Gets Different Reception in Traditional vs. Social Media

by | May 29, 2013

MediaMiser Media Analysis Reveals Coverage Dichotomy

OTTAWA, Ontario – May 29, 2013 – MediaMiser today announced the results of a media analysis recently completed on coverage of Porter Airlines’ plans to expand its regional hub at Billy Bishop Airport in Toronto.

The unveiling of the expansion plans was well executed by the regional airline, with coverage generated in traditional media very positive overall.  And while opposition on Twitter was much more vocal than in the traditional media, positive mentions on the social network marginally outnumbered negative comments.

Some highlights from the report include:

  • Disparity in tone between online news coverage and Twitter posts – while 50 per cent of online news stories were positive and only four per cent were negative, only 20 per cent of tweets were positive and 19 per cent were negative.
  • Porter’s messaging around its proposed new fleet was successfully disseminated – 36 per cent of online articles noted that noise from the CSeries jets would likely not be a concern while only eight per cent mentioned noise could be a concern
  • Tweets tended to be more negative than online news stories – negative tweets primarily focused on community concerns and often included the hashtag #NoJetsTO

“Porter has done an excellent job over the years of managing their perception in mainstream media and have become one of Canada’s premiere brands,” said MediaMiser CEO Brett Serjeantson. “As they enter this critical phase, both stakeholders in the expansion and other major brands will be watching if Porter can be equally effective engaging social media and the public-at-large.”

MediaMiser is continuing to monitor this and other issues relating to Porter Airlines, and additional details from the report are available at agilitypr.wpengine.com/analysis. If Porter’s planned expansion of Billy Bishop airport in Toronto is of particular interest, the full report or additional supplemental data are both available by contacting MediaMiser directly.

About MediaMiser
MediaMiser is a leading provider of media monitoring and analysis software and professional services for organizations of all sizes. Through innovative web-based and mobile solutions, MediaMiser reduces the time and effort it takes to gather, analyze and distribute valuable business intelligence extracted from traditional and social media sources. For organizations that prefer to outsource, MediaMiser also provides detailed analysis reports and daily media briefings through an expert client services team. agilitypr.wpengine.com

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