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Via Rail releases summer campaign

Via Rail Canada has begun a new phase of its ongoing "Why don't you take the train?" campaign. Developed by Cossette, the new creative encourages consumers to "take a vacation from their car" this summer. The initiative includes three 15-second online video pre-roll ads, as well as highway billboards, online banner ads and 11 social media videos. The creative focuses on train travel as a way to avoid traffic jams and stress, as well as its ecological advantages. Four executions are aimed primarily at business travelers, while the rest are aimed at a general audience. Media work for the campaign is being handled by Touché, with digital elements by Tink. The campaign will run through the summer.

"To stay relevant during this time of the year, we developed contextual messages featuring summer habits and situations, inspiring people to continue questioning their transportation habits," said Gilles Legault, creative director at Cossette.

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