When VIA Rail Canada, the largest passenger railway in Canada, relaunched their Easterly class on the Ocean route across eastern Canada (Montreal to Halifax), VIA hired Acart to promote the special class within the emerging category of learning travel.
Acart developed an overall brand for the Easterly class, including a unified design that would appeal to the target audience and support the message of the campaign. This campaign was targeted to upper-middle income leisure travelers in Ontario, Quebec, Western Canada, the Maritimes, the United States, the United Kingdom and Japan.
The goal was to demonstrate to target audiences the opportunity to become immersed in the history and culture of the Maritimes, featuring an on-board Learning Coordinator to maximize the enjoyment and educational opportunities of travelers.
Several promotional and educational pieces for the campaign were created including a fact sheet, route guide, web app, bilingual print ads and other materials. This campaign was produced in both official languages.
Altogether, the Easterly class revenue increased by 22.3% and ticket sales surpassed established goals with an overall increase of 18.3%!