Rocky Mountaineer has returned to television after a four-year hiatus with a spot that focuses on what people don’t – or can’t – say about the train travel and tourism company.
Guests onboard the train were asked to describe the experience of the Rocky Mountaineer. The spot shows them literally speechless.
“We want to make sure we have some great brand building,” said Hubert Wat, vice-president of global marketing. “I think we’ve accomplished that with this very simple ad that says nothing.”
Wat said there are no actors in the ad, which was created by Vancouver-based 123 West and runs as 30- and 60-second spots.
“We wanted to come across as being very authentic, very genuine, very friendly, being Canadian,” he said. “And that’s consistent with our brand personality—it’s a very relaxed and inclusive environment.”
Nikki Hellyer, formerly director of marketing at Future Shop, joined Rocky Mountaineer in August as director of global marketing.
She said the company does not have an agency of record, and 90% of its marketing is done in house. Rocky Mountaineer has previously worked with Surrey, BC-based FMS Creative and Vancouver’sRethink.
Hellyer said the television ad is currently running nationally in Australia, in new markets Savannah, Georgia and Raleigh, North Carolina as well Toronto.
“We are seeing what impact television is doing in a market that’s established versus a market that’s not established,” she said. “[Raleigh and Savannah] offer some really good potential for us in terms of being a good demographic fit on who we know is most likely to come on our train.”
The core target market and the fastest growing segment for the company is the 45- to 54-year-old, said Wat.
