Siemens promotes new streetcar at CNE
Siemens Canada of Mississauga has begun a campaign in Toronto to promote a new streetcar model called the Combino Plus. A print campaign began on Aug. 17, consisting of cover wraps of Metro and 24 Hours. The creative made use of copy such as, "Say hello to the streetcar that rings your bell," and "Save your stair climbing for the gym." Additional ads will run within the papers through the campaign. A full-page ad also appeared in the Toronto Sun on the opening day of the Canadian National Exhibition. The company is conducting a promotion at the CNE during which visitors can tour the new streetcar. The campaign includes a website located at <http://www.combinoplus.ca> at which visitors can enter a draw for a trip to Lisbon, Portugal, where these streetcars are in service. The campaign is intended to raise awareness of the new streetcar model and the company's bid to make the model the new streetcar design of the Toronto Transit Commission. The campaign was developed by Toronto-based Publicis Canada. This is the agency's first work for Siemens since becoming the firm's agency of record earlier this month. "The Siemens Combino Plus consumer campaign is a clever, yet targeted means of introducing the Combino Plus to the GTA community," said Duncan Bruce, executive creative director of Publicis Canada. "The Combino Plus experience will allow the community to see, touch and feel the new streetcar model, and we believe this integrated approach will raise awareness and provide insight for consumers."