Alberta lifts commuters away

Ever wanted to teleport yourself right out of your morning commute?

Calgary-based Travel Alberta is appealing to grumpy, wistful subway commuters with a new transit execution that juxtaposes the beautiful Rocky Mountains against the mundane Toronto subway environment. It entails floor and wall decals surrounding subway benches that make them look like part of a ski lift. The wall backdrop is a striking mountain shot, while the floor decal includes ‘skis.’

‘It works really well within the contrast of the confined space of the subway station – you’re hitting the person at a time and a place when they’re most likely depressed because they’re on their way to work and it’s just a horrible commute and everybody’s like sheep going through the whole thing,’ says Jon Mychajlyszyn, CD at Venture’s Toronto office. ‘And then we show them paradise. We’re saying, ‘Just come sit in this chair and we’ll take you to paradise.”

The execution is running at eight subway stops around Toronto’s downtown core. The main target is ski enthusiasts longing for a winter getaway.

Venture worked with CBS on the media buy.