PRESTO Celebrates the Riders Who Do More, Save More, and Go Further

When people think of PRESTO, they probably think of the transit card they keep in their wallet or on their phone. Maybe what comes to mind is the ubiquitous chime sound it makes when it’s tapped at a PRESTO terminal.

At a higher level, though, PRESTO is about much more. PRESTO connects the region, providing its user community with access to all that the region has to offer. It also makes their enjoyment of it all that much more convenient and affordable.

As Metrolinx’s latest campaign for the brand puts it: 'PRESTO People' ride more, save more, and all told, do more.

Brought to life by Leo Toronto with French adaptation by Martel, both part of the Publicis Groupe Canada network, the campaign leads with geotargeted OOH, social and digital served dynamically across all of the regions, cities and towns whose transit systems are interconnected by the PRESTO network. It tells people across the region about all the fun and amazing things they can do and places they can ride to, in their home city or town and beyond, with just a tap of their physical or digital PRESTO card, or a Debit or Credit card.

The campaign also weaves in support of the province’s One Fare program, which through free transfers can generate up to $1,600 in savings annually for frequent users like commuters and students. What’s more, it drives awareness of the PRESTO Perks program, which nets PRESTO users discounts on an exciting array of attractions, sports and dining.

The campaign is underpinned by three unique 15-second spots that expand upon the brand’s signature look and feel in a bold new way.

“This campaign is in many ways a recognition of the PRESTO brand journey, the progress we’ve made in shifting it beyond the functional, into a more aspirational space” said Sharyn Byrne-Nearing, vice president, brand, digital and product marketing, Metrolinx. “Above all, PRESTO is a powerful connector for the region, not only geographically but also from an emotional standpoint, when you think of all that it enables people to see and do.”

“We’ve worked hard to drive awareness of PRESTO’s utility," added Tahir Ahmad, chief strategy officer, Leo Toronto. "Now we're shifting focus to the bigger role PRESTO plays in people’s lives — inspiring adventures big and small across the region, and providing a seamless way to experience it all."

For more information about PRESTO, visit prestocard.ca​