Siemens intros tomorrow’s streetcar

In a bold move for a client it won earlier this month, Publicis is whetting Torontonians' appetite for a vehicle they may, or may not, get to ride in 2012.

While waiting to see if its bid to supply the Toronto Transit Commission with its new Combino Plus streetcar is successful, Siemens Canada is trying to win the hearts and minds of potential riders.

The Toronto-HQ’d company’s new AOR, Publicis Canada – which snagged the account earlier this month – has devised a bold experiential campaign that kicked off on the Canadian National Exhibition’s opening day. Until September 3, CNE visitors can check out the new transit vehicle at the ‘TTC Streetcar of Tomorrow’ exhibit. And to encourage them to do so, teams of Siemens ambassadors are roaming the fairgrounds, talking up its environmental and user-friendly aspects.

The print portion of Siemens’ campaign also launched August 17 with attention-getting cover wraps of free dailies Metro and 24 Hours, plus a full-page ad in the Toronto Sun. An online awareness campaign includes an info-packed microsite touting a contest to win a trip to Lisbon, Portugal, to actually ride on a Combino Plus, as well as presence on the websites of both Metro and 24 Hours.

‘The Combino Plus experience will allow the community to see, touch and feel the new streetcar model, and we believe this integrated approach will raise awareness and provide insight for consumers,’ explains Duncan Bruce, Publicis Canada SVP/XCD. PR by Toronto’s Siren Group includes media relations and photo opps at the CNE for Green Day (August 21) and TTC Day (August 30).