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Via Rail conducts Nobody Knows campaign

Via Rail Canada is conducting an advertising campaign called “Nobody Knows.” Developed by Cossette, the campaign promotes new trains going into service on the railway’s Quebec City to Windsor corridor. The out-of-home creative encourages consumers to try the new trains by including no images of them. The campaign will run in Montreal until June 30. An earlier phase of the campaign took place in Toronto last month. It encompasses advertising on buses, bus shelters, subways and billboards. Media work is being handled by Touché.

“In 2024, it’s practically impossible not to be aware of things,” said Jessica Fecteau, art director at Cossette. “But because Via Rail didn’t make a big announcement about its new trains, few people knew that they have the possibility to hop on board these latest models. We figured the best way to spark curiosity was to tell without showing and let people do some digging on their own.”

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