When I first heard of Porter Airlines’ choice of a raccoon as mascot - the explanation at the time was that the plucky animal was a perfect choice for a plucky company - I first thought of the garbage can invading critters as an unintended reminder of Air Canada’s dumpster diving in the Westjet case.

But Porter is launching 10 times a day Toronto - Ottawa service, and the campaign (the ad in the Globe’s paper version is particularly appealing) that accompanies it is very well thought out - a plucky company indeed. Toronto Island airport controversy aside, the offering seizes on what seems to be a nice niche - customers who care about the aggravating and time-consuming trip to and within Pearson from downtown Toronto, streamlined checkout, in-terminal wifi, and comfortable and useful terminal facilities. My guess is that’s a lot of folks - it certainly includes me.

A darned impressive job launching the offering. Well done.