Saint-Jean-sur-Richelieu – Connected to the REM
Context
On May 1st, 2026, Route 96, the direct line between Saint-Jean-sur-Richelieu and downtown Montréal, was replaced by the REM. The time savings are real: 48 minutes instead of 50 to 75 during rush hour. But for residents, losing a direct line felt like a step backward.
Challenge
The real challenge wasn’t selling a transit change — it was shifting a deeply held perception. People weren’t losing a direct line. They were gaining access to a whole network of destinations.
Creative approach
Show — with a smile — that everything was getting closer to Saint-Jean-sur-Richelieu. Biodôme-sur-Richelieu. Université-de-Montréal-sur-Richelieu. Place-Ville-Marie-sur-Richelieu. A campaign line that playfully brings the city closer to home.
Result
The campaign runs across outdoor, print, and digital channels, informing residents while easing concerns. Saint-Jean-sur-Richelieu gained more than a connection to the REM. It gained a new positioning.
