The RTC—driven by 50 years of progress

To mark the 50th anniversary of the Réseau de transport de la Capitale (RTC), Cossette developed and produced an awareness campaign aimed at positioning the organization as a mobility leader for half a century.

With a trip down memory lane, Cossette showed the innovation that has characterized the RTC from the very beginning.

With this campaign, the RTC hopes to encourage people who had stopped taking the bus because of the pandemic to come back to public transit, as well as introduce new users to the wide range of services on offer.

The cast and production teams were entirely made up of Québec City-based artists, which meant the campaign gave a boost to the local scene. And the shoot took place in a house whose 1970s decor was still perfectly intact—almost no set styling was needed to create the desired effect.

 Cossette Media devised and implemented the media strategy. The campaign includes ad placements on TV, in signage and online.

And it should be noted that the RTC recently renewed its contracts with Cossette and Cossette Media for a period of three years, with two yearly options to renew. The two agencies will keep supporting the RTC in planning, creating and rolling out communications campaigns for the next few years.