Winter Way to Travelx
Winter Way to Travel
Media Innovation Awards
Travel / Tourism / Transportation
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.
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.
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.