Firebrand

We talked about how brands can stand brightly in dirty industries. Porter is a great example. Porter understands that user experience starts when a customer sees an advertisement to when they leave the terminal, and they work to optimize every step in between. That is a commitment I appreciated recently when I flew home for the holidays to Ottawa from Toronto.

Porter is a regional airline that runs exclusively out of the island airport in downtown Toronto, so their lounge is the one and only gate. The free ammenities that they offer are great for their passengers. Free WiFi for those with laptops, and iMacs for people without. Desk seating, upright seating for reading, and lounge seating. Decent light, and good interior design that ties into the graphic branding of the company.

But there is one thing that they offer that contrasts them against all other airlines: free beverages. I am not talking about a free Diet Coke when your on the plane; they do that for sure. But in the lounge they have a fridge full of waters, juices and pops for any of their patrons who feels the need. I know I always grab an orange juice that I drink half of and then bring onto the plane. That is the sort of trust in customers that spawns great loyalty. When I arrived in Ottawa we say a beverage fridge not unlike the one in the Porter lounge. But the big difference was the lock and chain around it. What is worth more: A few cents profit on a $2 bottle of cranberry juice or customer loyalty for a service that costs hundreds of dollars each time?

Keep up with the great work Porter!