GO Transit is using longform, emotive storytelling to tell newcomers its services are modern, convenient and affordable.
“Discover The Journey,” is GO Transit’s latest campaign aimed at raising awareness about its service for new immigrants. It focuses on relatable human stories at the heart of travel, for example in one spot, a father and grandfather’s emotional family visit to Niagara Falls.
“At GO Transit, the journey matters as much as any destination”, explains Sharyn Byrne-Nearing, VP of brand, digital and product marketing with Metrolinx. “They open our world to something undiscovered, but can also create memories that are for ourselves, our customers and the communities we connect.”
Developed by Ethnicity Matters, which also handled the media buy, the campaign highlights the transit service’s affordability.
Immigration is a journey, and it doesn’t end when people come to Canada, says Howard Lichtman, co-founder and partner at Ethnicity Matters. Lichtman tells strategy the campaign is also all about the the importance of family, connectedness and of shared memories.
“Newcomers actually are more likely than the general population to explore more of the country,” Lichtman notes, adding that the iconic Niagara Falls is a “must-do, tick the box” destination for visitors and a locale that has mass appeal.
Ultimately, Lichtman says, the messaging is about how GO provides an enjoyable journey to the target audience, for both leisure and exploration, and daily commutes. In another spot featuring a newcomer family, a daughter allays her mom’s fears about public safety.
The films are directed by Amit Gupta, and produced by Facts+Fuel, with audio by Vapor Music. The films feature original scores by Indian composer Ox7gen.
The integrated campaign, comprises broadcast, mainstream and ethnic cinema platforms, as well as OOH, digital and social media. It aims to speak to key newcomer demographics within the South Asian, Chinese, Filipino, Arab and Afro-Caribbean communities, with English, French and in-language executions.
Lichtman says that video is a key media tactic and TV is the best way to reach the audience, with longer, storytelling narratives proving very impactful.
