VIA CAMPAIGN DRAWS LARGE RESPONSE
By Adnews Staff
Via Rail has had 25,000 of its discount coupons redeemed since launching a direct mail campaign on June 23 aimed at persuading Canadians that the best way to travel home is by train. The direct mail piece is reminiscent of folded postcards from tourist locations such as Niagara Falls. It targets young women and couples, and positions VIA as the most enjoyable way to travel when visiting friends and family. A coupon offers 40% off economy class travel and 25% off first class. The theme line for the campaign is "On Going Home." The direct mail campaign is being supported by radio and print ads. Scott Thornley & Company of Toronto is the ad agency.
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