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Communications

As detailed in our Communications Policy, YVR is committed to providing open, honest and timely information to our many customers. This includes travellers, the general public, over 24,000 people who work on Sea Island, business partners, industry associations, local communities, government, Indigenous Peoples, charities and media.

Media Relations

YVR monitors and responds to media requests 24/7 and in 2017 we had over 650 phone and email media enquiries, a slight decrease from 2016. These enquiries covered a wide range of topics including the impact of weather, news and events at YVR, irregular operations, information for flights and services.

Every year, YVR works with an external consultant to gauge print, online and broadcast media clips. In 2017, there were 4,689 media items that contained YVR coverage, with a reach of 900 million media impressions. This was 25 per cent less than in 2016, which included several high-coverage stories. Over 90 per cent of coverage in 2017 was positive or neutral.

Overall Tone

  • 31% - Positive
  • 63% - Neutral
  • 6% - Negative

In 2017, we focused on promoting our business model, economic impact, air services and future plans. YVR as an economic generator remained our top key message in 2017, with a reach of almost 100 million people. The next most popular message was YVR as a community airport, which is similar to 2016’s second most popular theme, YVR as a community partner. The consistency of these key messages demonstrates that our major activities over the last several years are resonating with our communities. This included the launch of our future roadmap, Flight Plan 2037, consultation for YVR’s Master Plan, our consistent messaging on YVR’s unique governance model and our many announcements of new services and programs.

Headlines

“YVR unveils new detailed plans for major expansion by 2037”
- CBC News, January 18

“YVR voted best airport in North America for 8th straight year”
- Business in Vancouver, March 14

“Musqueam Indian Band and YVR Airport reach sustainability agreement”
- Global BC, June 21

“Jackie Chan lands karate chop at YVR”
- Richmond News, June 30

“How Vancouver became China’s aviation hub to the West”
- CNN Travel, July 27

“Therapy dogs to help relieve passengers’ stress at YVR”
- News 1130, August 22

“Add to your Vancouver-themed wardrobe with YVR socks”
- Vancouver Sun, November 24

“Busiest travel days of the season today and tomorrow“
- Vancouver Courier, December 21

Social Media

As a 24-hour business, social media allows us to engage with the community and communicate directly with our customers, partners and passengers. All of our channels saw tremendous growth in 2017. Our Twitter, Facebook and Instagram accounts grew by more than 25 per cent. And our new Weibo account, used to connect directly with our Chinese followers, more than tripled its followers.

Twitter

Our Twitter account (@yvrairport) had an incredible year, with more than 10 million impressions, 12,400 retweets and 33,500 Likes on our posts. Our follower count went from 46,289 to 57,702, 25 per cent growth over 2016. We remained the top Canadian airport on Twitter by a significant margin and solidified our position as top three in North America and top 30 globally.

Facebook

Our Facebook page gained 20,011 likes in 2017—an increase of 32 per cent. We focussed content on a range of interesting topics, including operations highlights, events, competitions and the latest happenings at YVR.

Instagram

Our Instagram account continued to grow, with 7,026 followers—an increase of 49 per cent. YVR held the top spot for a Canadian airport on Instagram and remained thirteenth globally.

Weibo

Our Weibo channel experienced strong growth in 2017, more than tripling in followers. It was a big year for Weibo posts, but by far our biggest moment was when Jackie Chan shared our Rumble at YVR video—receiving almost a million views and two million impressions.

Website

2017 marked the second year of YVR’s new, mobile-optimized website. The website received 11,648,683 unique page views, an increase of five per cent from 2016. We saw an increase in our mobile traffic, accounting for 65 per cent of all visitors. Our blog received 137,954 views in 2017. The most read articles centred on the entry process to Canada with our new Primary Inspection Kiosks, car-sharing services at the airport and Air Canada’s inaugural flight to Delhi.

Air Mail

YVR’s monthly e-newsletter, Air Mail, is a key communications tool that provides regular updates to the airport community. We revamped Air Mail with our new website in 2016, including an accessibility friendly and mobile-optimized design. In 2017, the first full year of the revamped e-newsletter, we saw our subscriber base grow from 8,000 to over 10,500, closing out the year with an open rate of 39 per cent—well above the industry standard.

Want to hear more? Sign up at yvr.ca/newsletter.

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