Via Rail conducts winter travel campaign
Via Rail has begun an advertising campaign aimed at consumers traveling between Montreal and Toronto. Developed by Cossette, the campaign depicts rail travel as a safe and efficient method of transportation during winter. The initiative makes use of digital billboards next to highways, digital advertising on weather websites, pre-roll video ads and newspaper advertising. The creative, which is adjusted to reflect forecasts of upcoming storms, encourages consumers to consider the weather when making travel plans. The campaign uses the tagline, "A train kinda day." The campaign will run until March. Media planning and buying is being conducted by Touché.
"This campaign's core message is that the train is the optimal travel solution when the weather isn't cooperating, especially in the wintertime," said Antoine Bécotte, chief creative officer at Cossette. "To highlight this idea, we tied the campaign to real storms, where we had snow, freezing rain and black ice. Before and on the days in question, we amped up our message on multiple points of contact to encourage travelers to make the safe, sensible choice."