Metrolinx Appoints Ogilvy Canada as Agency of Record on GO Transit and UP Express

Ogilvy Canada is excited to announce their new partnership with Metrolinx as agency of record for GO Transit and UP Express. Ogilvy Canada will be responsible for annual campaigns across both brands, alongside agency partners Carat and Ethnicity Matters, as the agency seeks to meet the evolving needs and behaviours of Ontario residents and visitors. 

Sharyn Byrne Nearing, vice-president, brand, digital and product marketing, said, “We have a need to re-engage customers in the Greater Golden Horseshoe Area, especially as they continue contending with new routines and trip purposes in the post-covid era. To do that, we need an agency partner who believes just as strongly in the importance of a customer-first approach. Ogilvy has a long tradition of creativity grounded in real human insights, with deep expertise in behavioural science that will enable us to fulfil our vision of building innovative and vibrant customer relationships.”

Ogilvy Canada president, Marie-Lise Campeau, said, “This is a consequential time for transportation in Ontario, and it’s a privilege to partner with an organization that sees the potential for brand building in this space. GO Transit and UP Express are used by millions of people each year, and we could not be more excited to help shape that experience in ways that mean something and matter to their daily lives.”

With over 50 years of experience serving customers, GO Transit is an iconic and critical part of the Greater Golden Horseshoe transportation network and the UP Express’s dedicated air-rail link is part of the very fabric of Toronto. With continued increases in highway and road congestion and a new generation influencing the car and transportation industry, there is an opportunity for marketing to shape attitudes and behaviours throughout the customer journey. This includes embracing a digital-first mindset and helping to anticipate the needs and plans of customers, regardless of their trip purpose - whether Toronto residents looking to explore or tourists visiting the region, families riding to and from an event, students travelling to school or business travellers commuting to work. The agency is looking to help both brands be a catalyst for positive change in people’s lives through this cultural era, and inspire them to fall in love with GO Transit and UP Express.