CAA-Québec and VIA Rail Canada join forces to change winter travel habits | Cossette

CAA-Québec and VIA Rail Canada join forces to change winter travel habits


Montreal, March 6, 2017 – What do CAA-Québec and VIA Rail have in common? They both have people’s safety at heart when road conditions deteriorate due to the weather. Together, CAA-Québec and VIA Rail provide some reassurance to motorists in difficulty in this video produced by Cossette and Saturne 5, which echoes VIA Rail’s recent “Why don’t you take the train?” ad campaign.

“At first glance, these two companies appear to have competing interests. Yet, they are both anti-stress brands for which security is a priority, and have already been partners for several years,ˮ explained Michel-Alex Lessard, Vice-President, Strategy, at Cossette.

In the video currently making the rounds on social media, host Pierre-Yves Lord—a big fan of the train and a member of CAA-Québec—accompanies Alain, a CAA-Québec patroller, on a snow day. Together, they pamper members in need of assistance and invite them to take advantage of a 10% discount on VIA Rail.

“When we pitched the initiative to CAA-Québec and VIA Rail, they immediately loved the idea of demonstrating the importance of changing one’s winter habits when road safety is at risk,” concluded Michel-Alex.





Clients: CAA-Québec, VIA Rail Canada
Agency: Cossette
Production house: Saturne 5
Director: Jean-Philippe Pariseau

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For more information:
Roxanne Chaudier
514 985-8255