Overview

Iberia promoted its new Madrid–Toronto route through an OOH campaign in Toronto, Canada, from Apr 27, 2026 to Jun 21, 2026. Targeting travellers interested in visiting Europe, particularly Spain, the campaign combined premium downtown digital placements with digital and static formats at Toronto Pearson International Airport. The objective was to build awareness of the new route through a high-profile launch presence. billups brought local Canadian OOH expertise to the planning and execution, with reported digital delivery reaching 24.2 million impressions, including bonus activity at The Well.

Campaign Highlights

• 24.2M Impressions

Digital Delivery

Reported across downtown and airport digital activity, including bonus delivery at The Well.

• 32.5% Overdelivery

Yonge–Dundas

Digital activity delivered 15.6M impressions against 11.8M planned.

• 10 Bonus Days

Airport Presence

The static airport placement ran for 38 days against 28 contracted.

The Challenge

Iberia needed to introduce its new Madrid–Toronto route to Canadian audiences while navigating an unfamiliar local OOH landscape. With limited experience in Canadian OOH activations, the brand needed a partner that could combine global scale with practical knowledge of local inventory and locations. The challenge was to turn the route announcement into a prominent presence in Toronto, selecting impactful placements that supported the awareness objective and put the message in relevant city and travel environments.

The Solution

billups combined prominent downtown locations with airport inventory, giving the route announcement visibility in both urban and travel settings.

• Yonge–Dundas: Brandscape activity ran from Apr 27, 2026 to May 10, 2026, supported by a five-screen digital domination package with double spots from May 4, 2026 to May 10, 2026, creating a concentrated launch presence in the campaign’s priority downtown area.

• The Well: An exterior digital billboard at The Well extended the campaign into a retail environment during the later phase, with contracted activity from Jun 8, 2026 to Jun 21, 2026.

• Toronto Pearson International Airport: A digital wall in Terminal 3’s international departures area ran from Apr 27, 2026 to May 24, 2026, followed by a static spectacular in the Terminal 3 check-in area from May 25, 2026 to Jun 21, 2026.

Together, these placements connected the route announcement with downtown audiences and travellers moving through the airport.

Planning & Execution

• Location selection: Planning prioritised impactful locations in the Yonge–Dundas area, supported by The Well and airport placements.

• Inventory mix: Downtown digital billboards, an exterior retail screen and an airport digital wall worked alongside a static airport spectacular.

• Phased delivery: Placement dates were coordinated across the campaign window, with early downtown activity, consecutive digital and static airport bookings, and a later downtown phase at The Well.

The Results

• 24.2 million reported digital impressions across Brandscape, Yonge–Dundas, The Well and the airport digital wall, including bonus delivery at The Well.

• 15.6 million impressions at Yonge–Dundas, against 11.8 million planned, delivering 32.5% above plan.

• 2.15 million impressions at The Well, against 1.49 million planned, delivering 44.5% above plan including bonus activity after the contracted period.

• 38 days of static airport exposure, against 28 contracted, adding 10 days of visibility.