Via Rail begins new campaign
Via Rail Canada has begun a new advertising campaign called "Why don't you take the train?" Developed by Cossette, the campaign encourages consumers along the Quebec City to Windsor corridor to travel by train instead of driving. The initiative takes the form of a series of online videos that compare various habits. The creative depicts the ways in which train travel can optimize their experiences. The effort also includes online materials at <http://www.viarail.ca/en/why-not-the-train>, as well as pre-roll ads, out-of-home executions, online ads and social media activities. The campaign will run until the 2016 holiday season. Media work for the campaign was handled by Touché, with digital work by Tink.
"The ads are back-and-forth exchanges in which people question specific habits," said Gilles Legault, assistant creative director at Cossette. "There is no clear winner, and the matter is left as an open question. It was this moment of reflection that we wanted to capitalize on."