Montréal, January 24, 2017 – VIA Rail Canada, Touché! and Cossette have just launched a follow-up to the fall 2016 campaign, “Why don’t you take the train?”. The latest initiative is calling on motorists to put their cars into hibernation this winter.
Aimed at making people question their habit of driving their car to travel between cities, the campaign focuses on the benefits of winter train travel and positions it as the smart choice when road conditions are poor. In fact, one component of the campaign was specifically designed for snow days and is called “Another beautiful day to travel.”
The integrated campaign, will run through the winter and includes pre-roll ads, highway billboards, digital advertising in Toronto Star Touch, as well as TV, web and social media banners. To help drive the message home, a series of editorial videos will be shared on VIA Rail’s social networks describing how VIA Rail is doubling its efforts to outsmart winter.
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