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Via Rail - Why don’t you take the train ?

VIA Rail enhances its digital experience

2016.09.02

As part of its “Why don’t you take the train?” campaign launched today, VIA Rail Canada (VIA Rail) has implemented a communications strategy aimed at changing commuter habits. The objective of this campaign is to let them know about the advantages of taking the train and to encourage drivers to use this form of transportation.

To support VIA Rail in the digital facet of its campaign, Tink designed an interactive web page directly linked to a message hierarchy in line with customer segments. Accessible from the website and on mobile devices, the page features a simplified design to optimize the user experience. Strategy and an analysis of cybermetrics will help target commuters susceptible of changing their transportation behaviour. In addition, short 5-second animations were created to support key message.

“With this digital deployment, VIA Rail focuses on personalization and engagement based on the user’s perception of rail travel. The digital experience was built and adapted for each target, with a strong emphasis on mobility,” said Jocelyn Couture President and Chief Executive Officer of digital agency Tink.

The “Why don’t you take the train” webpage will act as the point of contact for the targeted consumers. Visual ads will be displayed on roads in the Quebec-Windsor corridor serviced by VIA Rail and several online ads will target consumer segments.

This new integrated campaign is the fruit of extensive inter-agency strategic planning between Tink, Cossette, and Touché!. A synergy of talent combined with the expertise of creative professionals has resulted in a campaign for VIA Rail that places users at the heart of the experience. This partnership also allowed designers to develop the essence of the campaign’s messages, by questioning users’ preconceived notions of rail travel and by demonstrating the benefits of this mode of transportation.

Credits:
Client: VIA Rail Canada
Digital agency: Tink
Creative agency: Cossette
Media agency: Touché!

About VIA Rail Canada
As Canada's national rail passenger service, VIA Rail (viarail.ca) and its 2,600 employees are mandated to provide safe, efficient and economical passenger transportation service, in both official languages of our country. VIA Rail operates intercity, regional and transcontinental trains linking over 400 communities across Canada, and about 180 more communities through intermodal partnerships, and safely transports nearly four million passengers annually. The Corporation was awarded seven Safety Awards by the Railway Association of Canada over the last eight years. For more information, visit: https://www.viarail.ca/en/about-via-rail.

About Tink
 For the past 20 years, Tink has been pushing the limits of the digital world. Our creative capacity and technological roots allow us to imagine, design, and deploy full-scale web and mobile solutions that are adapted to business needs. From strategy to execution, with a focus on marketing, 24/7 customer service, and hosting services, we collaborate with our clients to develop and grow reliable and profitable digital ecosystems.

Valérie Sauvé
Valérie Sauvé
Communication, Marketing and Social Media Advisor
vsauve@tink.ca
T 514.866.0995, ext. 206