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Via Rail breaks brand campaign
Via Rail Canada has launched a new national brand campaign using the tagline, "Beauty takes no shortcuts." The campaign was developed by Cossette and is the agency's first work for Via since winning the account in December 2013. It includes online, print and out-of-home advertising, as well as a 45-second online video that is also being used to promote Canada as a tourist destinations in international markets.
The creative features two trains, the Canadian and the Ocean, which travel from Toronto to Vancouver and from Montreal to Halifax respectively. The advertising focuses on the natural beauty that can be seen from the trains as they move across the country.
"On board the Canadian and Ocean, travellers can forget all about time and take in the beauty of the scenery, which is the result of millions of years of evolution," said Antoine Bécotte, chief creative director at Cossette. "Unlike a plane ride, train travel takes no shortcuts to beauty. Our idea is to link the time it took nature to shape our landscape, and the joy derived from taking your time to contemplate its magnificence."