GTA transit agency Metrolinx is encouraging parents and kids to put down their screens and see the world from a train. The new campaign, “Screen Time,” supporting GO Transit’s Kids Ride Free program, shows how the wonder and magic of the train becomes a source of fascination, captivating kids’ imaginations.

Sharyn Byrne-Nearing, Metrolinx’s VP of brand, digital and product marketing, tells strategy that Metrolinx is reframing commutes as more than just another ride – it’s an opportunity for kids to unplug, while also giving parents a well-deserved break.

The agency’s intent with activating during the early days of winter is to tap into a moment when families are looking for things to do outside of the home.

“Our December timing allowed us to be top-of-mind in the lead-up to Family Day and March Break – key moments of increased travel for families around the Greater Golden Horseshoe region,” Byrne-Nearing says, adding that GO has witnessed a significant surge in weekend ridership throughout the seasons (not just summer) since pre-COVID.

“As families have become more receptive to leisure-based GO Transit trips, our opportunity was to highlight how families can experience something magical together, outside of their normal routine.”

Byrne-Nearing adds, however, that current awareness of the Kids Go Free initiative stands at only 35%. “This indicates there’s significant potential to increase visibility and further spread the message,” she says. “By leveraging targeted outreach and ongoing promotion, our goal would be to power through the upcoming marketing cycles to further boost awareness.”

Campaigns like “Screen Time” can have a substantial impact on ridership and fares, especially when supported by follow-up strategies to keep families involved, she explains. While short-term spikes in ridership are easy to measure, long-term effects, such as enhanced brand loyalty and a stronger public perception, are harder to quantify but equally important.

Last summer, the transit agency highlighted Niagara Falls trips as part of longform, emotive storytelling to convey to newcomers that Go Train services are modern, convenient and affordable.

Metrolinx appointed agency partner Ogilvy Canada as creative AOR for GO Transit and UP Express last year. The buy partner for this campaign is PHD.

The campaign comes to life through :15 and :30 films.

For the Kids Go Free “Screen Time” campaign, Metrolinx has leveraged a mix of Cinema, OOH/TSA and Digital media tactics to create a seamless, multi-touch narrative for family audiences.