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Via Rail breaks business class campaign

Via Rail Canada has begun a new advertising campaign promoting its redesigned business class service. The campaign, developed by Cossette of Montreal, features five business personalities: venture capitalist and television host François Lambert, Quebec president of Sun Life Financial Isabelle Hudon, venture capitalist and television personality Bruce Croxon, chef Laura Calder, and Toronto Argonauts vice-president Michael "Pinball" Clemons.

"These successful professionals are exactly the types of clients who enjoy travelling in Via Rail Canada's business class," said Antoine Bécotte, chief creative officer at Cossette. "Business travellers are people who want to use their time productively, and who value the quality time they get to spend on board."

The creative uses the theme "Buy yourself some time" and focuses on the advantages of rail for business travel, including the ability to work productively during the trip. The campaign consists of outdoor advertising in Toronto, Ottawa and Montreal, supported by subway ads, online banners, newspaper ads and a radio commercial. Media work was handled by Touché.

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