Toronto Port Authority rebrands

by MM&D Online Staff

TORONTO, Ontario—The Toronto Port Authority (TPA) is rebranding itself PortsToronto effective immediately.

The new PortsToronto name and brand is designed to drive increased awareness and understanding of the organization by strengthening the connection to its consumer businesses – specifically Billy Bishop Toronto City Airport, the Port of Toronto and the Outer Harbour Marina – and better reflect the direction and priorities of the organization.

Established in 1911 as the Toronto Harbour Commissioners (THC), the Toronto Port Authority was given its name in 1999 as part of a broader federal government restructuring strategy to modernize the administration and operation of Canadian ports. The new PortsToronto brand builds on the rich public-service legacy while reflecting the current and future priorities of the organization which are grounded in customer/community service, innovation, modernization and collaboration.

“Our organization has over a century of history and a legacy of building the waterfront and investing in infrastructure to serve Torontonians,” said Geoffrey Wilson, CEO of PortsToronto. “We are beginning an exciting new chapter with PortsToronto as we look at continuing to operate the very successful Billy Bishop Airport, opening our new pedestrian tunnel to the airport, growing the Port of Toronto and shipping business, managing the popular Outer Harbour Marina, and exploring new opportunities to invest our profits back into the city through infrastructure development and community initiatives.”

The new name and branding strategy is intended to better communicate what PortsToronto is and does by connecting more directly with the consumer-facing businesses that are known and valued by Torontonians. PortsToronto, in plural, refers to its ownership of both the Port of Toronto and Billy Bishop Toronto City Airport, the organization’s two largest assets.

The tagline for the new brand is Making Connections which speaks to the role of PortsToronto’s businesses in connecting Toronto to the world, whether it be welcoming travellers to and from Toronto through the airport, importing and exporting goods through the port, connecting the airport to the mainland through the new pedestrian tunnel, or the connection made with one’s natural surroundings at the Outer Harbour Marina or the Leslie Street Spit, which is also managed by PortsToronto.