Those that have taken a journey onboard Rocky Mountaineer through the Canadian Rockies know that it’s filled with special moments that are bound to become lifelong memories. Rocky Mountaineer’s new campaign aims to get well-travelled and curious boomers, from the U.S., Australia and Canada, excited about taking a trip onboard the luxury tourist train.
Developed by DDB Canada, the new campaign is based on the key insight that it’s not every kind of moment that gets remembered; it has to be something truly special to make that kind of impact. But with new perspectives around every corner, epic scenery and incredible service, Rocky Mountaineer is full of the kind of moments that stay with you forever.
“This new campaign harnesses the unforgettable sights and sensations that one can find themselves immersed in on a Rocky Mountaineer journey,” says James Bateman, Creative Director, DDB Canada Vancouver.
The emotion-led strategy shifts the creative platform beyond bucket-list scenery to uncover guests’ reactions to the experience.
“Journeys with Rocky Mountaineer are full of powerful sensory triggers: sights, sounds, tastes and smells that will stay imprinted in your memories, ready to be summoned at a moment’s notice. These are experiences that will stay with you for years to come,” says Kari Grist, Director of Brand & Digital, Rocky Mountaineer.
The campaign creative includes television and print advertising, digital banners, promoted posts on Facebook and Instagram and pre-roll advertising on YouTube, with OMD Vancouver responsible for media buying and planning. The 30-second spot “It Stays With You,” launched in Canada and Australia on January 21st and in the U.S. on January 28th.