Copywriting showcase: Toronto Pearson Airport
A few years ago, the Greater Toronto Airport Authority (they run Toronto Pearson) had a problem with noise complaints. They needed a copywriting team to give them messaging they could point people to and say “this is why we make so much noise, these are the factors that are fully out of our control, and these are the things we’re doing about what we can control.”
Sounds easy enough. Except that we had to essentially learn about airplanes, airplane noise, acoustics and how sound travels. Then we had to learn about how Toronto Pearson works. We learned how they mitigate noise through runways positioning, and the shared responsibility of everyone involved in getting a plane off the ground to noise abatement; from the air traffic controllers to the pilots to the airlines.
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