2022 Winner

Even though Toronto’s UP Express launched way back in 2015, data showed the transit service that shuttles travellers between downtown and Pearson Airport was low on the radar among multicultural groups. To build awareness and increase trials and ridership as pandemic travel restrictions eased, Balmoral Multicultural Marketing created the “Keep Your Trip on Time” campaign. The creative featured a multigenerational family – South Asian in one online video and Chinese in another – getting stuck in traffic as they drove to the airport, and the collective fear they had of missing their flight. The campaign positioned UP Express not just as a train to the airport, but as a reliable, stress-free solution for travellers to arrive on time. The campaign drove awareness in key catchment areas, while the YouTube video completion
rate was a whopping 48.14%.

Credits

Sharifa Khan, Balmoral Multicultural, CEO & Founder
Jeffrey Almeida, Balmoral Multicultural, VP & General Manager
Johnson Chang, Balmoral Multicultural, VP, Channel Lead

Ian Koo, Balmoral Multicultural, Creative Director
Nicholas Chan, Balmoral Multicultural, Creative Director
Donovan D'Souza, Balmoral Multicultural, Creative Director
Adia Li, Balmoral Multicultural, Copywriter

Lorna Leung, Balmoral Multicultural, Senior Account Director
Yuli Wang, Balmoral Multicultural, Senior Account Director
Dwiti Kacharia, Balmoral Multicultural, Account Director
Wesley Lai, Balmoral Multicultural, Account Director
Varun Gogia, Balmoral Multicultural, Account Director
Antonia Liang, Balmoral Multicultural, Senior Account Manager
Jocelyn Lam, Balmoral Multicultural, Account Manager
Sophia Suo, Balmoral Multicultural, Account Manager
Royston DSouza, Balmoral Multicultural, Account Manager

Keshav Kumar, Balmoral Multicultural, Group Media Director
Lily Kwong, Balmoral Multicultural, Media Director
Puneet Ahuja, Balmoral Multicultural, Media Director

Simon Zhou, Balmoral Multicultural, Social Media Manager
Grant Leong, Balmoral Multicultural, Digital Solutions Manager
Michael Lui, Balmoral Multicultural, Production Manager