A joint campaign for Via Rail and Tourisme Montreal saw Touche target specific moments in consumers’ work days with strategically placed OOH and digital ads. 

Ads appear in key digital environments used during the day, such as emails and financial websites. When workers return home, ads are placed in contextual environments such as LinkedIn and OOH placements near and in specifically located offices. 

“We mapped all the touchpoints that our target audience would interact with throughout the day,” says Isabelle Gagnon, supervisor at Touche. “We examined what tools people used throughout their daily shifts and found the best media to target these.”

The campaign tackled the challenge of targeting a wide audience that worked remotely in order to entice more weekday travellers – a time that was notoriously slower for train trips. “We chose ads that aimed to reach different professionals whose only common trait was a remote or hybrid work environment,” adds Gagnon.

“[This campaign] is the result of the synergy between two complementary brands in the tourism and the transportation industries that unite their strengths, creativity and marketing teams to effectively solve a common challenge. It is not only interesting from a strategic point of view, but it is all the more relevant and engaging for the targeted consumer.,’ says Philippe Normand, marketing director at VIA Rail.

Cossette handled the creative for the campaign.