Cossette has won Via Rail Canada‘s business after a two-part review that split the independent crown corporation’s business into two accounts.
The agency will handle marketing and communications for both the Via Rail brand and its Via Préférence loyalty program. Prior to the review, which began in summer, Cossette had been working on the Via Préférence loyalty program for seven years while Palm + Havas held the brand account.
As agency of record, Cossette is tasked with reaching more passengers and growing Via’s business. Mélanie Dunn, president of Cossette in Quebec, said she believes Via Rail has great brand equity but can improve its share of market.
Cossette’s Quebec office led the pitch and will take the lead on creative, using Cossette’s offices across Canada to deploy the work and run localized initiatives.
“I’m very proud that we won these two national accounts. This win shows that the integrated services we offer, along with our extensive expertise in cutting-edge relational marketing, are fulfilling the needs of major brands,” Dunn said.
Sylvie Bourget, chief marketing and sales officer at Via Rail Canada, said Cossette’s “thorough knowledge of the transportation and tourism industries also contributed to its understanding of Via Rail Canada’s needs.”
Touché! PHD maintains the brand’s media account.
