Metrolinx

MX On Tour.

Experiential Marketing

Challenge
Drive awareness and improve ridership of Metrolinx brand.
Strategy
A first-of-its-kind experiential education program.
Solution

A 20-foot pop-up trailer with interactive digital game screens and mobile activations.

Results
Double digit improvements of year-over-year favourability and awareness of the Metrolinx brand.

Living Proof

“I’m glad I met you guys today. I was very confused between the Metropass and PRESTO card. The TTC personnel was not helpful at all, but I learned a lot from you today.” – Event Attendee, 50S

Challenge

Overcoming the Challenge

Transit is a significant issue that affects millions of communities across the Greater Toronto and Hamilton regions. Over the next 25 years, Metrolinx will undertake 16 large, complex projects to boost accessibility, ridership, and awareness of the Metrolinx brand.
A group of brand ambassadors posing at a Metrolinx event

Strategy

A Unique Way of Approaching The Problem

To drive awareness of the impact of public transit, we developed a first-of-its-kind experiential education program. Using grassroots community outreach focused on face-to-face consumer interaction, we set out to engage and educate riders impacted the most.
People interacting with a brand ambassador at a Metrolinx activation

Solution

The Proof Touch

The Metrolinx Regional Tour ran successfully for three years. It included a 75-foot light rail vehicle, a 20-foot pop-up trailer, an interactive digital game screen, and a mobile activation. Our team of specially trained Information Ambassadors visited specific regions where projects were underway. Engaging with consumers, they answered questions, shared new information about individual builds, collected data and disseminating collateral material.

Person playing with TV game at Aurora Ribfest
People entering a new Metrolinx light rail train display

Results

Project Impact

The tour saw double digit improvements in year-over-year favourability and awareness of the Metrolinx brand.
A group of brand ambassadors standing in front of a Metrolinx sign
People interacting with a brand ambassador at a Metrolinx activation
This project was no small feat.

Our team provided the following services:

Services
  • Creative Services
  • Production & Development
  • Experiential Campaign Strategy & Execution
  • Tour Planning
  • Information Ambassador Recruiting & Training
  • Social Media Content Creation
  • Consumer Education
  • Measurement & Analytics

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