TORONTO – Jan. 16, 2024 – 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 & 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 behavioral science that will enable us to fulfill 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.

About Metrolinx

Metrolinx, an agency of the Government of Ontario under the Metrolinx Act, 2006, was created to improve the coordination and integration of all modes of transportation in the Greater Toronto and Hamilton Area. Metrolinx is undertaking the most extensive transportation investment in Ontario’s history to get you where you need to go better, faster, and easier while also operating GO Transit, UP Express and PRESTO. We have a unique opportunity to plan, build, operate and connect transportation in the Greater Golden Horseshoe.

About Ogilvy

Ogilvy inspires brands and people to impact the world. We have been creating iconic, culture-changing, value-driving ideas for clients since David Ogilvy founded the company in 1948. We continue building on that rich legacy through our borderless creativity—operating, innovating, and creating at the intersection of talent and capabilities. Our experts in Advertising, Experience, Public Relations, Health, and Consulting work fluidly across 131 offices in 93 countries to bring forth world-class creative solutions for our clients. Ogilvy is a WPP company (NYSE: WPP). For more information, visit Ogilvy.com, and follow us on  LinkedIn, Twitter, Instagram, and Facebook.