Via Rail breaks new campaign
Via Rail of Montreal has begun a new advertising campaign depicting train travel as a way of avoiding traffic. Developed by Cossette, the campaign consists of interactive online videos that allow viewers to skip past characters talking about traffic by clicking. Taken in series, the pre-roll videos present an ongoing narrative. The effort also includes six-second social media ads and online banners. These will be accompanied by out-of-home advertising which will run during long weekends through the summer. These materials represent the final phase of Via's ongoing "Why don't you take the train" campaign which began in 2016. Media work is being conducted by Touché, with digital support from Tink.
"Traffic eats up a lot of our time, especially during vacation season," said Ann Bouthillier, chief communications officer at VIA Rail Canada. "Whether we're stuck in it or we're talking about it, it cuts into our lives. We wanted to find a memorable approach to remind consumers that the train is not only a great way to reduce the room traffic takes up in our lives, it can also make travel more enjoyable."