Via Rail sponsors 120-hour travel program
By Adnews Staff
Via Rail has signed on as the exclusive sponsor of an upcoming week-long programming event on CTV Travel called "Canada's Greatest Ride." The show will premiere on June 26 and run 24-hours-a-day through July 1. The 120-hour show, hosted by Valerie Pringle will consist of a 6,000km trip from Vancouver to Halifax on three Via Rail trains to view the beauty of Canada. Much of the footage will come from high-definition cameras mounted on the exteriors of the trains. According to CTV, this program will be the first of its kind in this country. As part of the sponsorship deal, the channel will air Via Rail Canada commercials throughout the week. Also, an on-air promotional ad for the program which features Via branding will air on CTV Travel, Discovery Channel, Animal Planet and Discovery Civilization. "Partnering with VIA Rail Canada is the perfect way to create great branded programming that meets the combined objectives of both client and network," said Sally Basmajian, vice-president of sales and marketing for the channel. "This relationship and ambitious production opportunity allows us to showcase our rail experiences in a way that is completely revolutionary and a perfect fit with our marketing strategies," said Keith Moulton, director of marketing (East) and national programs at VIA Rail Canada.