Case study: VIA Rail - CBC & Radio-Canada Media Solutions

VIA RAIL CANADA / BOOK YOUR COMEBACK 2021 / TOUCHÉ (OMNICOM MEDIA GROUP)

“Our partnership with Radio-Canada/CBC allowed us to reach a qualified target thanks to their personalized audience strategy for us. This ultimately allowed us to reduce our CPAs and therefore be more efficient with our media dollars.”

Philippe Normand, Marketing Director, VIA Rail Canada

Radio-Canada CBC

The most effective tactics were LAL, interest in train, bus or car travel, followed by people interested in adventure travel (Third Party Purchase Intent). We also posted strong performances in certain specific sections (contextual targeting).

LAL: CONVERSION RATE
65X
HIGHER THAN ROS (GENERIC) / CPA: 48X LOWER THAN ROS

INTEREST IN TRAIN, BUS OR CAR TRAVEL: CONVERSION RATE
13X
HIGHER THAN ROS (GENERIC) / CPA: 11X LOWER THAN ROS

INTEREST IN ADVENTURE TRAVEL : CONVERSION RATE
11X
HIGHER THAN ROS (GENERIC) / CPA: 10X LOWER THAN ROS

ENTERTAINMENT SECTION (CONTEXTUAL): CONVERSION RATE
6X
HIGHER THAN ROS (GENERIC) / CPA: 6X LOWER THAN ROS

LIFESTYLE SECTION (CONTEXTUAL): CONVERSION RATE
5X
HIGHER THAN ROS (GENERIC) / CPA: 5X LOWER THAN ROS

BUSINESS SECTION (CONTEXTUAL): CONVERSION RATE
4X
HIGHER THAN ROS (GENERIC) / CPA: 4X LOWER THAN ROS

OBJECTIVE(S)
Generate qualified visits to the VIA Rail site.

Étude de cas : VIA Rail

TARGET

In-market for the purchase of family vacation or leisure travel
Interest in train or bus travel
Interest in adventure travel

PROPOSED STRATEGY

High-performance banner campaign, including an optimized audience strategy ROS on RC.ca and CBC.ca (desktop and mobile)

ROLLOUT AND PLATFORMS

The digital campaign ran from August to December 2020 on CBC/Radio-Canada platforms. We determined the audience segments that effectively reach the VIA Rail target and applied them to our display campaign. We also installed a pixel on the VIA Rail site to track users who visit VIA Rail and CBC or Radio-Canada with the goal of creating personalized audiences. Lastly, we used our DMP's Audience Optimizer tool to create audiences similar to the people who visit the VIA Rail site. We held weekly meetings with the AdOps team and our audience specialist to ensure we maintained the lowest CPA.