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.
When copywriting gets really fun
Obviously none of this can happen without thorough research. And what better way to do it than to get a private tour of the runways and the towers? Yep, we got to go into the air traffic control tower and watch the magic happen. A few observations from there:
- It was a lot quieter than we imagined it to be. Although, to be fair, our frame of reference was the control tower from Airplane!
- The folks in there are seriously dialled in to what they’re doing. That made us feel a bit better about air travel.
- Watching planes take off and land from the tower is pretty spectacular. It’s like a well-choreographed ballet.
As part of our copywriting research, we also sat down with a real-life audiologist who broke down the science of airplane noise. One of the more eye-opening takeaways was how much louder a plane is when its flaps are down. And, of course, the flaps are down when it’s closest to the ground so the noise is that much more pronounced.
But the most interesting thing we learned copywriting for this project was the flight routes in and out of the airport.
See, when a plane is coming to Toronto from the eastern United States (this makes up the majority of landings at Pearson), it comes in over Lake Ontario, then travels east away from the airport, makes a 270˚ turn and then takes a straight line in. The act of turning a plane does two things to increase noise.
First, because the plane isn’t straight, the noise from the wind friction is much more pronounced.
Second, because it takes more power to turn the plane, the engine is louder. But here’s the unfortunate part: the area of town underneath where the turn occurs happens to be one of Toronto’s poshest neighbourhoods. And when you put down $2 million on a house, you don’t expect to be bombarded with engine noise 19 hours a day. So, ironically, most of the noise complaints come from there, about 20 kilometres from the airport. Very few come from the area surrounding the airport, presumably because if you live near the airport, you kind of expect the noise.
And then, we wrote.
The project took about two months to complete, with a lot of back and forth from the team at the GTAA, the scientists, the airlines and, of course, our internal team. It had to be on point and accurate, but also accessible for the average person to understand so when the GTAA team directed them to the site, they would be satisfied with the answers they found.
The final product is fantastic
The website launched last month, we couldn’t be prouder of the work, and everyone knows more about where noise comes from.