Plaza Premium Group launches "Proudly Local" initiative across Canadian airport lounges
PPG launches "Proudly Local" across Canadian airport lounges
Plaza Premium Group (PPG), the leading global airport hospitality services provider, launches the “Proudly Local” initiative in Canada. The initiative kicked off at Plaza Premium Lounges in Toronto Pearson International Airport (YYZ) on October 1, 2024, and is expanding to lounges in Vancouver, Winnipeg, and Edmonton over the next few months.
Proudly Local redefines the airport lounge experience by showcasing the best of each city’s unique cultures through food, beverages, art, and traditions. Guests will encounter a thoughtful blend of local flavours and cultural elements in every touchpoint, from the moment they step into the lounge to the time they board their flight.
Plaza Premium Group, founded in 1998 and headquartered in Hong Kong, is a leader in airport hospitality services. With a mission to "Make Travel Better," it launched the first independent airport lounge concept. Today, PPG operates the largest network of lounges globally, offering a comprehensive airport experience across 13 brands, 1,600 locations, and over 75 airports in 30 countries. Marking 20 years of unparalleled service in Canada, Proudly Local underscores PPG’s unwavering commitment to make travel better while supporting the country's local communities as it embarks on its next era of innovation and growth across the Americas.
Proudly Local made its debut at Toronto Pearson International Airport, where Plaza Premium Lounges in T3 International (Landmark) and T1 Domestic have been reimagined as vibrant expressions of the region’s culture. Toronto, renowned as one of the most multicultural cities in the world, presents a vibrant blend of cultures, languages, and traditions. From its iconic skyline, featuring the CN Tower, to dynamic neighbourhoods like Kensington Market, world-class museums, and a celebrated food scene that blends global influences with local ingredients, Toronto offers a rich cultural experience for both visitors and locals alike. The lounges capture this spirit by featuring locally sourced culinary offerings and collaborations with regional businesses, giving travellers a taste of the city’s unique flavours and culture.
“Since our inception, Plaza Premium Group has been driven by a singular goal: to make travel better,” said Pascal Bélanger, Senior Vice President of the Americas. “Our 'Proudly Local' initiative is a bold step in that journey, especially in Canada. We’re teaming up with local brands to deliver authentic, memorable pre-flight experiences. Guests can savour regional dishes, sip craft beers from Bloomfield, Ontario, and enjoy natural wines made with Ontario grapes, all showcasing the true essence of each community through carefully selected, locally sourced ingredients.”
To bring Proudly Local to life, PPG identified hyper-local brands that reflect the character and spirit of each region and strategically partnered with Whence - a hospitality marketplace dedicated to thoughtful sourcing. This partnership ensures that the lounges offer an authentic, curated experience for travellers with high-quality brands from sustainable sources that showcase the best of what local producers have to offer.
"Proudly Local" key features:
1. Signature Local Delicacies: Providing travellers with a taste of Canada, each participating lounge offers a curated menu of regionally inspired dishes, sourced from local farms and artisans. Offerings include:
- Toronto: Produce from The New Farm (Creemore, ON) and seafood from Kolapore Springs (Collingwood, ON), alongside local favourites like poutine and butter tarts.
- Vancouver: The iconic Nanaimo bar, with ingredients sourced from local purveyors.
- Winnipeg: Canadian favourites like the Imperial cookie and cinnamon rolls.
- Edmonton: Saskatoon Berry Yogurt, Nanaimo bars, and other regional specialties.
2. Promoting Local Brands: PPG has partnerships with a range of local breweries, wineries, and producers to enhance the lounge experience. These collaborations are further enriched through Plaza Premium Group's partnership with Whence, allowing the lounges to integrate local, sustainable brands and products that reflect the spirit of each region. Key collaborators include:
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Toronto: Matron Fine Beer, Sons & Daughters Winery, and Paradise Grapevine Winery, along with Jackson-Triggs for wine and Great Lakes Brewery for beer.
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Vancouver: SteamWorks Brewery for beer, Sumac Ridge for wine.
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Winnipeg: Original 16 and Little Brown Jug for craft beer.
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Edmonton: Alley Kat Brewery and Alberta Premium for whiskey.
3. Cultural Experiences: Reflecting the essence of each city, lounges will integrate local art, design, and décor. Vancouver International Airport’s (YVR) upcoming Pier D International Lounge will feature an exclusive gallery by a local artist whose works capture the natural beauty of British Columbia, with additional installations planned for select locations in the future. The initiative also includes special events, such as local food tastings, live cooking demonstrations and cultural activations designed to bring each destination to life.
“‘Proudly Local’ represents the core values of Plaza Premium Group, and we’re excited to bring this initiative to Canadian travellers, showcasing the very best of local businesses and products within our lounges,” said Pascal.
