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Creative

Union Pearson Express’s Musical Parody Takes the Stress Out of Travel

Rethink teams up with Metrolinx and UP Express to put a unique spin on the classic song 'Leaving On A Jet Plane'

Union Pearson Express’s Musical Parody Takes the Stress Out of Travel

The Union Pearson (UP) Express is an airport rail link that connects Canada’s largest airport, Toronto Pearson, to downtown Toronto. 

Launched in 2015, the UP has become an integral part of Toronto’s infrastructure by providing a comfortable, stress-free, and safe ride to and from the airport.  

Now that the world is opening up again - UP ridership is up 122% from August 2020 to August 2021, for example - UP Express is launching a new campaign, anchored by a cinematic OLV that features a parody cover of the classic, Leaving On A Jet Plane.

The spot turns the song on its head to show the many ways that people end up missing their flights, before positioning UP Express as the antidote to travel stress. 

Also included in the multi-year campaign is new signage en route to Pearson Airport to reach people in traffic by pulling in real-time flight data. 

Along with targeted digital ads to connect with travellers as they book flights and accommodations, and new in-airport signage. 

The fear of missing a flight is universal, but travel habits differ from community to community. That’s why Metrolinx also tweaked its messaging to incorporate different cultural insights. Keep Your Trip on Track is the beginning of a multi-year campaign that launches today.

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Category: Public Transport , Travel

Genre: Music & Sound Design , People , Storytelling