Metrolinx’s new spring campaign uses the stories of “Presto People” on their trips to GTA parks, playgrounds and zoos to highlight the transit pass’s ride-more-save-more value proposition.
Creative was handled by Leo Toronto with a French adaptation by Martel. PHD was behind the media buy for the rollout that includes geotargeted OOH and social and digital placements across regions served by the Presto payment system.
“This campaign is in many ways a recognition of the Presto brand journey, the progress we’ve made in shifting it beyond the functional, into a more aspirational space,” said Sharyn Byrne-Nearing, Metrolinx’s VP of brand, digital and product marketing. “Above all, Presto is a powerful connector for the region, not only geographically but also from an emotional standpoint, when you think of all that it enables people to see and do.”
The campaign, made up of three 15-second spots, also promotes the One Fare program as a savings tool for frequent users and the Presto Perks discount program.
“We’ve worked hard to drive awareness of Presto’s utility,” says Tahir Ahmad, chief strategy officer at Leo Toronto. “We’re shifting focus to the bigger role Presto plays in people’s lives, inspiring adventures big and small across the region and providing a seamless way to experience it all.”
A Metrolinx news release said the campaign’s success will be measured by cross-boundary ridership, brand awareness, impression and relevance among targeted segments.
Earlier this year, the “Safety Is For All” platform envisioned safe physical and mental spaces for all Metrolinx riders.
And last summer, the Crown transportation agency launched the “Discover The Journey” campaign, a longer-form, emotive-storytelling campaign that promoted Go Transit to newcomers.
