Porter Shifts Away from US Marketing

Porter Airlines is scaling back marketing on its American destinations, calling it “tone-deaf” to continue touting the country to Canadians. "We've scaled back marketing our U.S. destinations, as some Canadians may view this negatively," says a statement from the airline.

Porter Airlines President Kevin Jackson told travel industry website Skift that the shift in its marketing focus is in response to feedback from its customers. 

The sentiments aren’t translating into a drop in sales for Porter just yet. It reports that U.S. routes maintained demand in February, thanks likely in part to lowered fares. “Canadian consumers are still willing to travel to the United States, if the price is right,” says Jackson. 

With political tensions rising, it’s tough to predict if low prices will be enough to lure Canadians on U.S. bound flights. “This is a very fluid situation, and I don't think anyone should try to predict exactly what's going to happen right now,” Jackson said.

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