Toronto Transit Commission wins award for ad campaign

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TORONTO — Looking for a different way to attract riders and show off its new equipment, the Toronto Transit Commission last year began a public relations print and online campaign called We Move You. The campaign recently won in two categories, public sector and multi-channel communications, in this year’s North American Excellence Awards in PR and Communication, reported.

We Move You features dancers from the National Ballet of Canada running, twirling, and twisting their way through empty stations and cars. The idea came about after the National Ballet contacted the TTC last spring to team up on a campaign.

“We wanted to reach existing customers to think about the TTC in a different way,” said TTC head of customer communications, Cheryn Thoun. The campaign includes streetcar wraps, posters inside stations and rail cars, and videos on YouTube.

“We also wanted leisure users or those who maybe haven’t used the TTC in a while to consider us for going out to attend all the amazing entertainment and arts events in this city,” Thoun said. The National Ballet, meanwhile, wanted “a new audience to see this art form as truly accessible, beautiful, and highlight the amazing athleticism and artistry of their dancers.”

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