Via Rail takes its time with new campaign

Via Rail has launched a new brand campaign – its first from Cossette – to remind Canadian travelers of its featured train trips. The campaign promotes The Canadian – Via’s recently renovated train that travels from Toronto to Vancouver – and The Ocean, which is based in the East Coast that travels between Montreal and […]

Via Rail has launched a new brand campaign – its first from Cossette – to remind Canadian travelers of its featured train trips.

The campaign promotes The Canadian – Via’s recently renovated train that travels from Toronto to Vancouver – and The Ocean, which is based in the East Coast that travels between Montreal and Halifax.

Video ads center on the tagline: “Beauty takes no shortcuts.” It features wide shots of Canadian landscapes but, interestingly, no trains.

The slow, calming voiceover reinforces the theme: “It took light years for the stars in the heavens to illuminate the fields, billions of years to turn stone into earth. It took millions of years to forge the rockies, and thousands of years for the forest to pierce the glaciers and for valleys to replace lakes. Nature took its time. Take the time to discover it.”



Cossette won agency of record status in November, expanding an account it already held with Via for its Via Préférence loyalty program.

“Cossette has captured the essence of The Canadian perfectly,” says Sylvie Bourget, chief marketing and sales officer at VIA Rail Canada. “It’s a means of transportation that invites passengers to rest and recharge their batteries, and take pleasure in some peace and quiet. In short, travelling on board the train is a memorable and impressive experience—and the creative pieces show just that.”

Brands Articles

Searchlight Capital buys M&M Meat Shops

Private equity firm gets into frozen foods

Aeroplan: 30 years of loyalty

SPONSORED CONTENT: Aeroplan's Chris Willoughby

Staples puts price at the heart of back-to-school campaign

Going up against Walmart and Target with its biggest campaign of the year

Kraft searches for Canada’s Ultimate Food Hacker

Contest winner will receive $25,000 and opportunity to create new recipes

VOCAB ready to raise funds for African orphanage

Meet Me in Africa will tackle one key project a year

Schick bids young men to think more about their shave routine

'Don't be like dad' is the message behind a new integrated campaign

Springboard rebrands with Stephen Thomas

New identity shows Ontario charitable organization is people-focused

Telus helps Canadians give back to their communities

Survey shows half of Telus' customers stay with it due to its community involvement