To persuade drivers along the Que´bec City–Windsor corridor to take the train, Via Rail built its own outdoor media network with ads in restaurants, rest stops and gas stations along the route. Working with Touche´!, Newad and Cineplex, the brand placed more than 500 custom ads that reflected the location it appeared and presented an advantage of taking the train over driving. Giant billboard advertisements were used near city limits where Via Rail has train stations, while “beacons” near each outdoor placement sent contextual text messages and personalized offers to commuters. VIA Rail’s consideration jumped 39% and reservations increased 8% in the same period.