The Context

There is no hotter issue in communities across the Greater Toronto and Hamilton regions than transit. It affects everyone, including those that use it and need it, and those that don’t. With 16 large, complex projects underway and set to continue over the next 25 years, consumer awareness and favourability towards the Metrolinx brand was low. Metrolinx engaged Proof Experiences to develop a first-of-its-kind experiential education program to drive awareness of the impact of public transit. Our mandate: engage and educate those affected by public transit through grassroots community outreach focused on face-to-face consumer interaction.

The Solution

The Metrolinx Regional Tour ran successfully for three years and included an actual 75-foot light rail vehicle, a 20-foot pop-up trailer with interactive digital game screen and a mobile activation. Our team of specially trained Brand Ambassadors went into specific regions where projects were underway and engaged with consumers, answering their questions, sharing new information about individual builds, collecting data and questions and disseminating collateral material. The tour saw double digit improvements in year-over-year favourability and awareness of the Metrolinx brand.

Services Provided

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

“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.”

Male, 50s