Perimeter Aviation

Charity Scantlebury, Director of Marketing & Communications at Perimeter Aviation, brings together creative, communications and educational experience to shape customer-focused marketing. Her leadership centers on clear communication, cross-functional collaboration and creating value for passengers, communities and the business.

Marketing, in Charity Scantlebury’s view, does not end when a customer books a ticket. Its influence extends across the entire journey, shaping how people navigate their experience, respond to uncertainty and ultimately perceive the brand. Her background in creative services, communications and teaching has shaped this approach. Creative work taught her to tell stories visually, teaching reinforced the importance of clarity and communications leadership showed her how every interaction can influence trust.

In an aviation context, these touch points occur long before a customer boards the aircraft-the customer’s research, booking and navigation of an airport, along with any operational communications received during the process-all contribute to an impression of the brand. For Scantlebury, then, marketing must be viewed in a larger context, the goal being to decrease uncertainty and increase confidence at every point of the customer journey.

Crafting Consistent Experiences At Scale

Scantlebury believes customer experience has a significant influence on brand growth. Marketing may attract people to a brand, but their experience determines whether they trust it, recommend it and return.

Although her responsibilities also cover digital experience, public relations, sponsorships, internal and external customer communications, she is clear that marketing is not the frontline role. Rather, it underpins the customer experience by uniting operations, customer service, commercial teams and leadership.

That collaboration is particularly important when communicating operational changes, procedures and safety requirements. Information must be accurate, timely and easy to understand. For Scantlebury, marketing cannot work independently. It needs to facilitate various elements within the business working together to ensure a satisfactory experience for customers.

Translating Strategy Into Meaningful Experiences

One initiative of this approach is the expanded Winnipeg terminal. Scantlebury helped shape an experience that is easier to navigate and more welcoming through clear wayfinding, accessible visual and audio communications, consistent signage, Indigenous language elements, local artwork and digital flight information boards.

“ The best marketing leaders aren’t the ones with the loudest ideas. They’re the ones who listen well, earn trust and consistently create value for both the business and the people they serve. “

Her role also extended to the terminal’s communications launch, including media events, stakeholder engagement and grand opening activities that helped position it as an important investment in northern aviation.

The same principles led to the development of a new corporate website to house both Perimeter Aviation and Bearskin Airlines in one virtual space, with refreshed content, easier navigation, mobile-first design, accessibility upgrades and digital workflows. This continues to be a dynamic resource, being developed further in response to client feedback, business needs and new avenues for providing enhanced value for both our passengers and partners.

Strengthening Communities Through Connection

Regional airlines play a fundamentally different role from many national carriers. For many passengers, their routes are essential connections to medical appointments, work, education, family and economic opportunities. This makes reliability and clear communication particularly important.

Perimeter Aviation is more than an airline serving remote communities. It is part of their everyday lives, helping people access healthcare, education and economic opportunities while supporting tourism and local events. For Scantlebury, the airline succeeds when the communities it serves succeed. That same people-first mindset shapes her view of technology. While travellers increasingly expect digital experiences, she knows connectivity and infrastructure are not the same across the network. Digital tools should make travel easier and more personal, but they should never come at the expense of accessibility or human connection.