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Via Rail breaks new brand campaign

Via Rail Canada has begun a new brand campaign using the tagline, "Love the Way." Developed by Cossette, the campaign is intended to present the company as the "Canadian leader of sustainable, enjoyable and safe mobility." The effort includes 30-second television commercials, as well as 30-, 15- and six-second online videos. These will be accompanied by online banners, print ads and a 60-second cinema ad. The initiative also features a redesigned website at <>. The website work was conducted by Tink. Media planning and buying was handled by Touché.

"When it comes to travel, the journey itself, with all the traffic, construction work, delays and lineups that people have to endure, is often more of an irritant than a pleasure," said Peter Ignazi, global chief creative officer at Cossette. "It's a necessary evil for reaching a destination and a source of frustration and anxiety. The pleasure aspect got lost along the way. Getting to one's destination should be as important and enjoyable as the destination itself. This is the very essence of smart mobility and the cornerstone of the 'Love the Way' platform. We want to inspire Canadians to renew their love of travel."

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