Assignment

For the seventh edition of National Transportation Week, conceive, design and produce the annual supplement for the Association québécoise du transport and des routes, in cooperation with the Ministère des Transports du Québec, under the theme Le visage humain des transports (The human face of transportation).

Objectives

Among other topics and in keeping with the annual theme, inform the public about the importance of various means of transportation in Quebec's economic and social development. Also, highlight the people working at every level of the industry and illustrate the many career choices it offers.

Means

Present the testimonials of people working in the airline industry, the rail industry, shipping, trucking and public transit, along with comments from employees of the Ministère des Transports, who are behind so many exciting achievements.

Spokesperson

Once again, Dominic Arpin served as spokesperson for National Transportation Week in Quebec. He hosted the launch event, starred in radio and TV promotional ads, and was featured in all Web and newspaper advertising.

Launch

Every year, the National Transportation Week supplement is launched at a cocktail reception in Quebec City.

Supplement

16 pages
Approx. 500,000 copies
Le Journal de Montréal
Le Journal de Québec

Advertisings

Le Journal de Montréal
3 1/3-page ads
Le Journal de Québec
3 1/3-page ads

Poster

30" x 40" rigid poster
for the supplement launch

Testimonial page

Souvenir copy of the page with their testimonial given to every person interviewed for the supplement.

Artist's proof

An artist's proof presented as a gift to all the prize-winners at the third AQTR Grands prix d'excellence en transport awards.

TV spot

TVA – Salut, Bonjour!
Network / Monday-Friday
5 sponsorship capsules
TVA - 17 heures
Network / Monday-Friday
4 sponsorship capsules
TVA - 22 heures
Network / Monday-Friday
3 sponsorship capsules

LCN au milieu des gens affairés
Monday-Friday
1 capsule 50 times

Radio

NRJ Montreal and Quebec City
Throughout the week preceding publication of the supplement, 62 10- and 30-second capsules (32 for MTL and 30 for QC) promoting the supplement and the contest during the show Les Grandes Gueules, Monday-Friday, as well as during weekend newscasts.

Contest NRJ Montreal
By answering a question at the station website, contestants could win 10 TRAM passes worth $111 each, donated by the AMT, and be eligible for the grand prize: a Montreal-Toronto package for 2 worth $3,250 donated by VIA Rail, and accommodations worth $250.

Contest NRJ Quebec City
By entering at the station website, contestants could win 10 first-aid kits worth $80 each, donated by CAA Quebec, and be eligible for the grand prize: a Quebec City-Toronto package for 2 worth $1,230 donated by VIA Rail and accommodations worth $250.

Canoe.ca

"Can't-miss" text link (URL)
At the Canoë.ca home page, a "can't-miss" text link to a virtual version of the promo for supplement, as published in Le Journal de Montréal and Le Journal de Québec.