Turo has signed on as GO Transit’s official car sharing partner, a deal that includes a takeover of two GO stations.

A new campaign for Turo now includes domination of ad space in the Exhibition and Union GO Stations, on-train announcements and a consumer-facing live brand activation in
the Union Station Skywalk around heavy commuter events, such as sporting events, to drive interest in things like weekend getways to cottage country. Bassem El-Rahimy, head of marketing at Turo Canada, says the takeover will be running for eight weeks.

The ads – appearing in traditional signage, banners and digital screens – tie into Turo’s brand positioning around how its temporary car shares can lead to deeply personal and fun experiences. has on-train announcements and also some brand ambassador activations around key moments like sporting events to attract consumers interested in weekend getaways to regions like cottage country/Muskoka.

Turo’s broader summer campaign also includes train wraps and more traditional OOH in what El-Rahimy describes as a “very targeted buy.” There is also YouTube, Facebook, Instagram and TikTok content to drive home the message.

According to El-Rahimy, the campaign is keying in on GO Transit commuters because it allows Turo to target “experience chasers,” older Gen Z and millennials on the hunt for a new adventure, but may not have a vehicle of their own to facilitate their travels.

The partnership with Metrolinx is meant to be an extension to GO Transit’s network, allowing Turo users to request vehicle delivery at GO stations across the Greater Golden Horseshoe.

Publicis Sport & Entertainment is supporting XM component of the campaign and localizing the “Open the Door to Extraordinary” campaign for Canada. LA-based SixTwentySix originally developed the ad campaign that launched last year, and supported this effort through production of local assets.

With files from Christopher Lombardo.