TTC campaign enters phase two

The Toronto Transit Commission has unveiled the core of its new advertising campaign after three weeks of teaser ads.The campaign, the first step in the ttc's 1994 ad campaign, worth $3.9 million, to increase ridership, comes from The Communique Group of...

The Toronto Transit Commission has unveiled the core of its new advertising campaign after three weeks of teaser ads.

The campaign, the first step in the ttc’s 1994 ad campaign, worth $3.9 million, to increase ridership, comes from The Communique Group of Toronto.

Communique was named agency-of-record by the transit company last December.

It is the ttc’s first major campaign since 1990.

The core campaign, which consists of tv, radio, print and outdoor, explains the three-week tv and outdoor teaser campaign, which consisted solely of the names of seven well-known Canadians in the sentence, ‘——- ——– is a space cadet.’

The teaser campaign, on tv, 130 billboards and 450 busboards, did not identify the advertiser.

As part of the core campaign, an eight-page insert in The Toronto Star and The Toronto Sun newspapers revealed the seven Canadians were ‘space cadets’ because, as the newly added tagline states, they ‘Ride the Rocket,’ (the ttc’s streetcars are familiarly known as ‘rockets.’)

Also, the core outdoor campaign saw the tagline, ‘Ride the Rocket’ and the ttc logo added to the mystifying ‘space cadet’ advertising.

At present, two of four 30-second tv spots scheduled for the core campaign for this year are now on air for an eight-week run, and 26 weeks of radio are scheduled.

In total, 15 radio spots will be rotated throughout the year, including a spring flight of eight 30-second spots and 10-second promotional tags highlighting events and promotions. PS