{"id":71420,"date":"2019-12-12T12:15:27","date_gmt":"2019-12-12T17:15:27","guid":{"rendered":"https:\/\/isarta.com\/infos\/?p=71420"},"modified":"2019-12-12T14:03:50","modified_gmt":"2019-12-12T19:03:50","slug":"touche-et-via-rail-canada-privilegient-lachat-media-local-avec-succes","status":"publish","type":"post","link":"https:\/\/isarta.com\/infos\/touche-et-via-rail-canada-privilegient-lachat-media-local-avec-succes\/","title":{"rendered":"Touch\u00e9 ! et VIA Rail Canada privil\u00e9gient l&rsquo;achat m\u00e9dia local&#8230; avec succ\u00e8s !"},"content":{"rendered":"<div class=\"page\" title=\"Page 1\">\n<div class=\"layoutArea\">\n<div class=\"column\">\n<p><img loading=\"lazy\" class=\" wp-image-58786 aligncenter\" src=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2018\/09\/VIA_LTW_plateform2-300x169.jpg\" alt=\"\" width=\"641\" height=\"361\" srcset=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2018\/09\/VIA_LTW_plateform2-300x169.jpg 300w, https:\/\/isarta.com\/infos\/wp-content\/uploads\/2018\/09\/VIA_LTW_plateform2-768x432.jpg 768w, https:\/\/isarta.com\/infos\/wp-content\/uploads\/2018\/09\/VIA_LTW_plateform2-1024x576.jpg 1024w\" sizes=\"(max-width: 641px) 100vw, 641px\" \/><\/p>\n<p><span style=\"font-size: 10px;\">11 de\u0301cembre 2019<\/span><\/p>\n<p><span style=\"font-size: 20px;\"><strong>Alors que la <a href=\"https:\/\/isarta.com\/infos\/conference-agendapr-comment-les-medias-pourront-survivre-a-la-mainmise-des-reseaux-sociaux\/\" target=\"_blank\" rel=\"noopener\">sce\u0300ne me\u0301diatique au Canada est en pleine e\u0301bullition<\/a>, <a href=\"https:\/\/isarta.com\/infos\/tag\/via-rail\/\" target=\"_blank\" rel=\"noopener\">VIA Rail Canada<\/a>\u00a0et l\u2019agence de planification me\u0301dia <a href=\"https:\/\/isarta.com\/infos\/tag\/touche\/\" target=\"_blank\" rel=\"noopener\">Touche\u0301!<\/a> ont de\u0301montre\u0301 qu\u2019investir dans les me\u0301dias d\u2019ici peut rapporter d\u2019excellents re\u0301sultats tout en soutenant les salles de presse locales.<\/strong><\/span><\/p>\n<p>Avec la <a href=\"https:\/\/isarta.com\/infos\/la-voie-quon-aime-la-nouvelle-plateforme-de-marque-de-via-rail-realisee-par-cossette\/\" target=\"_blank\" rel=\"noopener\">campagne La voie qu\u2019on aime<\/a>, l\u2019agence me\u0301dia et l\u2019annonceur ont repense\u0301 leur strate\u0301gie d\u2019achat me\u0301dia afin de s\u2019adapter aux nouvelles re\u0301alite\u0301s des cre\u0301ateurs et diffuseurs de contenu.<\/p>\n<p>E\u0301tant l\u2019un des annonceurs les plus re\u0301compense\u0301s sur les sce\u0300nes nationale et mondiale dans les dernie\u0300res anne\u0301es, VIA Rail cherchait a\u0300 de\u0301montrer de nouveau son expertise en matie\u0300re de strate\u0301gies innovantes et responsables pour le marche\u0301 canadien.<\/p>\n<p>En collaboration avec l\u2019e\u0301quipe de strate\u0301gie de Touche\u0301!, VIA Rail a lance\u0301 La voie qu\u2019on aime a\u0300 l\u2019e\u0301te\u0301 2018 pour augmenter la visibilite\u0301 de sa marque et pour stimuler la vente de billets.<\/p>\n<p><iframe loading=\"lazy\" src=\"\/\/www.youtube-nocookie.com\/embed\/enTXJihqNTI\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p>La particularite\u0301? 80 % des investissements publicitaires pour les marche\u0301s de l\u2019Ontario et du Que\u0301bec ont e\u0301te\u0301 alloue\u0301s aux plateformes nume\u0301riques de diffuseurs et de cre\u0301ateurs de contenu locaux, soit un bond de 25 points de pourcentage, pour une pe\u0301riode et un budget me\u0301dia comparables a\u0300 2018.<\/p>\n<blockquote><p><span style=\"font-size: 16px;\">Une de\u0301cision qui s\u2019est ave\u0301re\u0301e gagnante, conside\u0301rant l\u2019augmentation du volume de transactions de 6,5 %, du nombre de passagers de 6 % et des revenus totaux de 5,5 % \u00bb, souligne Simon Parent, chef principal, Marketing et optimisation, VIA Rail.<\/span><\/p>\n<p><span style=\"font-size: 16px;\">En raison de la nature de notre entreprise, les activite\u0301s marketing de VIA Rail voue\u0301es a\u0300 la notorie\u0301te\u0301 des trajets, a\u0300 la visibilite\u0301 de la marque et a\u0300 l\u2019achat de billets s\u2019exe\u0301cutent presque exclusivement en ligne. Rehausser notre pre\u0301sence dans l\u2019e\u0301cosyste\u0300me nume\u0301rique canadien est donc un choix strate\u0301gique nous permettant de rejoindre efficacement notre public cible et de mieux incarner notre positionnement de fe\u0301de\u0301rateur en matie\u0300re de mobilite\u0301 durable, se\u0301curitaire et agre\u0301able, offrant en me\u0302me temps notre soutien aux me\u0301dias d\u2019ici \u00bb renche\u0301rit M. Parent.<\/span><\/p><\/blockquote>\n<p>Cette campagne de\u0301coule des efforts de Touche\u0301! de privile\u0301gier l\u2019achat me\u0301dia responsable. L\u2019agence conside\u0300re qu\u2019il est primordial de soutenir les me\u0301dias d\u2019ici qui de\u0301veloppent du contenu riche et pertinent pour les Canadiens. C\u2019est pourquoi elle travaille avec ses clients pour repenser leurs politiques de placement et conside\u0301rer des solutions innovantes be\u0301ne\u0301ficiant a\u0300 toutes les parties concerne\u0301es.<\/p>\n<blockquote><p><span style=\"font-size: 16px;\">Lorsque les commerc\u0327ants locaux ont souffert de l\u2019arrive\u0301e des magasins grande surface a\u0300 l\u2019e\u0301poque, l\u2019achat local et les choix de consommation responsable ont pris toute leur importance. La me\u0302me re\u0301flexion s\u2019impose dans le cas de l\u2019achat me\u0301dia et de la publicite\u0301 \u00bb, exprime Alain Desormiers, Chef de la direction d\u2019Omnicom Media Group Que\u0301bec. \u00ab Il est impe\u0301ratif que notre industrie &#8211; agences, annonceurs et diffuseurs, repense ses mode\u0300les de fac\u0327on a\u0300 soutenir nos salles de nouvelles et nos contenus tant au Que\u0301bec que dans le reste du Canada. Nous sommes fiers de la collaboration de VIA Rail sur ce projet qui a clairement de\u0301montre\u0301 la performance des plateformes canadiennes \u00bb.<\/span><\/p><\/blockquote>\n<p>Suite au succe\u0300s des activite\u0301s de 2018 et 2019, VIA Rail et Touche\u0301! opteront pour une strate\u0301gie similaire en 2020.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"likebtn_container\" style=\"clear:both;text-align:center;\"><!-- LikeBtn.com BEGIN --><span class=\"likebtn-wrapper\"  data-identifier=\"post_71420\"  data-site_id=\"5cc1ecd16fd08b776710d1e9\"  data-theme=\"drop\"  data-btn_size=\"100\"  data-icon_l=\"false\"  data-icon_d=\"false\"  data-icon_l_url=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2019\/04\/happy.png#64794\"  data-icon_d_url=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2019\/04\/sleep.png#64796\"  data-icon_size=\"58\"  data-icon_l_c=\"#771414\"  data-bg_c=\"#ffffff\"  data-bg_c_v=\"#ffffff\"  data-brdr_c=\"#ffffff\"  data-f_size=\"11\"  data-f_family=\"Tahoma\"  data-counter_fs=\"b\"  data-lang=\"fr\"  data-ef_voting=\"wobble\"  data-dislike_enabled=\"false\"  data-counter_type=\"percent\"  data-counter_show=\"false\"  data-tooltip_enabled=\"false\"  data-tooltip_like_show_always=\"true\"  data-white_label=\"true\"  data-i18n_like=\"Aimer \/ Partager\"  data-i18n_dislike=\"Pas aim\u00e9\"  data-style=\"\"  data-unlike_allowed=\"\"  data-show_copyright=\"\"  data-item_url=\"https:\/\/isarta.com\/infos\/touche-et-via-rail-canada-privilegient-lachat-media-local-avec-succes\/\"  data-item_title=\"Touch\u00e9 ! et VIA Rail Canada privil\u00e9gient l&#039;achat m\u00e9dia local... avec succ\u00e8s !\"  data-item_image=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2018\/09\/VIA_LTW_plateform2-1024x576.jpg\"  data-item_date=\"2019-12-12T12:15:27-05:00\"  data-engine=\"WordPress\"  data-plugin_v=\"2.6.54\"  data-prx=\"https:\/\/isarta.com\/infos\/wp-admin\/admin-ajax.php?action=likebtn_prx\"  data-event_handler=\"likebtn_eh\" ><\/span><!-- LikeBtn.com END --><\/p>\n<hr size=\"3\"><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Alors que la sce\u0300ne me\u0301diatique au Canada est en pleine e\u0301bullition, VIA Rail Canada (VIA Rail) et l\u2019agence de planification me\u0301dia Touche\u0301! ont de\u0301montre\u0301 qu\u2019investir dans les me\u0301dias d\u2019ici peut rapporter d\u2019excellents re\u0301sultats tout en soutenant les salles de presse locales.<\/p>\n<div class=\"likebtn_container\" style=\"clear:both;text-align:center;\"><!-- LikeBtn.com BEGIN --><span class=\"likebtn-wrapper\"  data-identifier=\"post_71420\"  data-site_id=\"5cc1ecd16fd08b776710d1e9\"  data-theme=\"drop\"  data-btn_size=\"100\"  data-icon_l=\"false\"  data-icon_d=\"false\"  data-icon_l_url=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2019\/04\/happy.png#64794\"  data-icon_d_url=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2019\/04\/sleep.png#64796\"  data-icon_size=\"58\"  data-icon_l_c=\"#771414\"  data-bg_c=\"#ffffff\"  data-bg_c_v=\"#ffffff\"  data-brdr_c=\"#ffffff\"  data-f_size=\"11\"  data-f_family=\"Tahoma\"  data-counter_fs=\"b\"  data-lang=\"fr\"  data-ef_voting=\"wobble\"  data-dislike_enabled=\"false\"  data-counter_type=\"percent\"  data-counter_show=\"false\"  data-tooltip_enabled=\"false\"  data-tooltip_like_show_always=\"true\"  data-white_label=\"true\"  data-i18n_like=\"Aimer \/ Partager\"  data-i18n_dislike=\"Pas aim\u00e9\"  data-style=\"\"  data-unlike_allowed=\"\"  data-show_copyright=\"\"  data-item_url=\"https:\/\/isarta.com\/infos\/touche-et-via-rail-canada-privilegient-lachat-media-local-avec-succes\/\"  data-item_title=\"Touch\u00e9 ! 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