Plaza Premium launches "Proudly Local" initiative at lounges in Canada

Plaza Premium Group (PPG) has launched a “Proudly Local” initiative in Canada.

The campaign kicked off at Plaza Premium Lounges in Toronto Pearson airport on October 1, 2024, and is expanding to lounges in Vancouver, Winnipeg, and Edmonton over the next few months.

Proudly Local showcases the best of each city’s unique cultures through food, beverages, art, and traditions. Guests in the lounge will encounter a 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.

Proudly Local made its debut at Toronto Pearson, where Plaza Premium Lounges in T3 International (Landmark) and T1 Domestic have been reimagined as expressions of the region’s culture.

The spirit of Toronto, one of the world’s most multicultural cities, is captured in the lounge with a 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, in a press release. “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.”

Proudly Local features

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 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.

Promoting local brands.

PPG has partnered with local breweries, wineries, and producers to enhance the lounge experience.

Key collaborators include:

Toronto: Matron Fine Beer, Sons & Daughters Winery, and Paradise Grapevine Winery, along with Jackson-Triggs for wine and Great Lakes Brewery for beer.

Vancouver: SteamWorks Brewery for beer, Sumac Ridge for wine.

Winnipeg: Original 16 and Little Brown Jug for craft beer.

Edmonton: Alley Kat Brewery and Alberta Premium for whiskey.

Cultural experiences

Reflecting the essence of each city, lounges will integrate local art, design, and décor. Vancouver airport’s 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 was initially piloted in Plaza Premium Lounges in Kuala Lumpur, Jakarta, Nagoya, Adelaide, Rome, and Dubai and is rolling out globally.

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