Via Rail is after the fickle student market with a bold new campaign that aims to making taking the train “cool.”
The back-to-school push, conceived of by Cossette to reach students traveling between home and post-secondary institutions, appeals directly to students with a whole lot of deals – a variety of price points to accommodate students’ need for affordability and flexibility.
According to Yves Desjardins Siciliano, president and CEO of Via Rail Canada, the idea is to engage students directly by using their own lingo. Desjardins Siciliano, appointed in May, said humour is important in every aspect of life, but even moreso when you are speaking to a college-age audience.
“We are talking to young people… trying to relate to their reality. I think the digital imaging used [in the ads] is in line with that. We are trying to marry tone and manner – youthfulness and the irreverence of being a student – with the real benefits of taking train.”
Desjardins Siciliano said this market is “very important” for Via, and so it created a multitude of products to respond to students needs.
Among them, VIA Rail has introduced the 20/20 Discount Card as well as the Unlimited Semester Pass, which allows them to travel as often as they like throughout the semester.
As well as a series of on campus ads, and a heavy presence during student orientation week, Via’s own website features a series of playful stories urging students to take advantage of slashed prices while they last. There’s the Via 6 Pak, for flexibility and savings of up to 50%, a youth fare with a 10 % discount, and an “escape fare.”
The campaign also employs outdoor advertising, web banners and a social media offensive.
Touché oversaw media duties.
“I think we are getting attention with these surprising ads. We had the best Labour Day ever in terms of passengers, and a lot of those were students.”
