STM - Thank you MR-63

Target Audience: This spring, the STM closed an important chapter in the history of public transit in Montr'al. After chalking up four million kilometres each since they were commissioned in 1966, the first-generation MR-63 m'tro cars were permanently retired from the network on June 21. To mark the occasion, the last MR-63 train went on a four-day farewell tour of the four m'tro lines during rush hours. Supported by an impressive #thankyouMR63 communications campaign, the initiative gave the public and STM employees the chance to take part in a unique commemorative experience. Target audiences: The public, primarily: - STM users - Public transit enthusiasts - STM social media followers (on Facebook, Instagram and Twitter) Employees Media (to spread the word)

Strategy Objective:Project objectives: Pay homage to the MR-63 cars one last time Highlight the work of employees who maintained the cars over 52 years Improve the customer experience Have the initiative mentioned in traditional media a minimum of 35 times Achieve an engagement rate of between 2% and 5% among Facebook and Instagram followers Strategies: Launch an integrated communications campaign with diversified content (internal communications, customer communications, social media, media relations, etc.) Provide a dynamic customer experience in the network by organizing a nostalgic and historical farewell tour featuring one last car with makeup, interactions with operators, etc. Encourage interactions with customers, especially on social media by creating new content

Situation Challenge: The main challenge in developing the campaign was determining what was achievable with the operations teams. A comprehensive project feasibility analysis was conducted to identify the primary operational issues and orchestrate an overreaching month-long campaign. The campaign reached its climax during the week of June 18 to 22, when the last MR-63 train went on its farewell tour. The train travelled on all m'tro lines over four days. This was a first, as these trains had travelled exclusively on the green line for many years. To create an engaging campaign, it was crucial to communicate on as many platforms as possible and create a dialogue with users and employees. To do so, communications and messages needed to be diverse, relevant and focused on the initiative's historical aspects.

Results Impact: The objectives of this campaign were to create a rare customer experience and were not financial in nature. With the help of its communications team, the STM managed to boost the public's perception of the MR-63 cars, highlight the work of STM employees and provide a dynamic customer experience. This campaign generated: - Media impact from a variety of angles, with a total of 57 mentions in the media for 23,791,827 impressions - An average engagement rate of 11% on Facebook and Instagram, greatly surpassing the target of 2% to 5% This STM initiative can inspire other transit authorities to delve into their history and create campaigns that resonate with their customers. In fact, an employee from New York City's MTA took part in the campaign activities to get inspiration.

Why Submit: The record-breaking results of this campaign attest to its success and to Montrealers' attachment to the history of the m'tro and of the city's development. With a budget of a little under $30,000, the STM achieved stunning media coverage and exceeded its reach and engagement targets for almost all of its numerous social media posts. The campaign was rolled out during union negotiations, and it created an unanticipated unifying effect. In a second phase, one of the nine cars of the final MR-63 train (the inaugural car from 1966) was repainted in its original design at the STM workshops. It then left us for the Canadian Railway Museum, where it has become the centrepiece of the permanent exhibition. A second communications phase was deployed for the occasion.