In a move that’s sure to stop more than a few citizens in their tracks, the City of Rimouski, Quebec, has launched an eye-catching promotional campaign about its new transit service upgrades.

The ‘Citebus’ campaign, created by LXB Communications Marketing in Montreal, features 15-second television spots, billboards, print ads and, in a unique twist, the ‘seeding’ of single bus seats in unusual locations around the city, such as grocery stores and movie theatres.

The goal of the campaign was to let people know the city had improved the public transit system with extended hours and increased coverage area.

‘We had a lot of fun getting really inventive with this, and the modest campaign budget added to the challenge,’ said Jean Bissonnette, creative director, LXB, in a statement. ‘We developed a great relationship with the city managers, and we’re excited to see how people react to our communications efforts.’