Winter Way to Travel

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Title

Winter Way to Travel

Advertiser:

Via Rail

Year:

2016

Source:

Media Innovation Awards

Product Category:

Travel / Tourism / Transportation

OOH Format:

Outdoor

Country:

Canada

Objective:

Target consumers impacted by blizzards, heavy snowfalls and freezing rain. Via analyzed their daily sales reports and compared them to historical data from The Weather Network. The findings showed a 52% increase in visits to the Via Rail website before snowstorms, peaking on actual snowstorm days.

Target Group:

Leisure and Business Travellers.

Strategy and Media Used:

A fully integrated out-of-home, mobile and online campaign centred on storm messaging. The messaging intensified as a winter storm got closer and ads were personalized in real time. DOOH ads were activated within 3 hours of the weather alert with personalized messaging.

Results:

When storms hit the Toronto-Montreal route, up to 43% more passengers were on board than on an average weekday. The media activation also created an increase of up to 319% in conversions versus Via’s regular campaigns.