{"id":3328,"date":"2022-03-04T18:24:15","date_gmt":"2022-03-04T18:24:15","guid":{"rendered":"https:\/\/cantruck.ca\/ctas-monumental-image-campaign-gets-out-of-the-gates-hot\/"},"modified":"2025-01-10T16:43:30","modified_gmt":"2025-01-10T16:43:30","slug":"ctas-monumental-image-campaign-gets-out-of-the-gates-hot","status":"publish","type":"post","link":"https:\/\/cantruck.ca\/fr\/ctas-monumental-image-campaign-gets-out-of-the-gates-hot\/","title":{"rendered":"CTA\u2019s Monumental Image Campaign Gets Out of the Gates Hot"},"content":{"rendered":"

The early feedback from the Canadian Trucking Alliance\u2019s \u2018Choose to Truck<\/a>\u2019 landmark image campaign is in \u2013 showing that the social media communication drive has been a resounding success through its first quarter in action.<\/p>\n

In fact, not only is it undoubtably the largest, most successful public relations effort in the industry\u2019s history, but the creative team behind the online ads also believes it\u2019s one of the more impactful corporate campaigns they\u2019ve done.<\/p>\n

\u00ab\u00a0The Canadian Trucking Alliance campaign results have surpassed all of our expectations, driving an industry leading four-percent conversion rate and over 1,200 employment inquiries across Canada,\u201d\u00a0says Perry\u00a0Tsergas, president & CEO of Ottawa-based Spark Advocacy, which worked with CTA\u2019s Communications department and a committee of board members to conceive and launch the campaign.<\/p>\n

The campaign \u2013 which is aimed primarily at Millennials and Gen Z as they embark on new career paths \u2013 consists of multimedia messages that are inspirational and aspirational while highlighting the opportunities and innovations throughout the Canadian trucking industry.<\/p>\n

Many of the ads, displayed on popular platforms like Facebook, Twitter, Instagram, and Tik Tok, showcase the amazing people and diversity that make our industry great; the evolving career opportunities; as well as technological and environmental innovations, lifestyle flexibility and benefits good employers provide and the sense of charitable and strong community spirit the Canadian trucking industry is renowned for.<\/p>\n

Through the first three full months of the campaign\u2019s inaugural year, the dozen or so graphic messages and videos have been viewed 10.5 million times across all platforms. The campaign\u2019s flagship, \u2018hero video<\/a>\u2019 was viewed over 150,000 times on its own.<\/p>\n

Popular\u00a0<\/strong>awareness channels like Facebook, Instagram and Twitter are driving high engagement rates and click-throughs, making up close to half of all impressions; direct Google searches and website \u2018display\u2019 ads directed about 4.5 million views; while newer platforms engaged mainly by young Gen Z audiences like Tik Tok and Snapchat, also performed strongly, albeit with less impressions but higher clickthrough rates\u00a0and video views\u00a0than most other platforms.<\/p>\n

Ads focusing on the industry\u2019s vital role as the backbone of the economy and career opportunities performed well on the most popular platforms like Facebook and Twitter, while messages promoting the freedom and independence truck driving provides and the industry\u2019s community involvement resonated more with Tik Tok audiences.<\/p>\n

\u201cI think the success of the campaign early on says that Canadians, including young people who communicate mainly online, are very aware of the important contributions made by the trucking industry, and truck drivers in particular, during these challenging times,\u201d says Doug Sutherland, chair of the CTA\u2019s Blue Ribbon Task Force on the Driver Shortage.\u00a0 \u201cPeople understand very well that without professional, responsible truck drivers, the economy would simply stop. Hopefully, more people seeking career opportunities are now interested in joining our dynamic, evolving workforce; but if nothing else, if the campaign is responsible for more Canadians understanding and appreciating what we do and the pride involved in how we do it, then that in of itself is a huge success.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"

The early feedback from the Canadian Trucking Alliance\u2019s \u2018Choose to Truck\u2019 landmark image campaign is in \u2013 showing that the social media communication drive has been a resounding success through…<\/p>\n","protected":false},"author":2,"featured_media":1392,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[45,28,17],"tags":[629,2015,77,2076,2016,1483,541,2018,529,50,1485],"class_list":["post-3328","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-industry-image-pr","category-labour-hr-driver-shortage","category-news-releases","tag-careers","tag-choose-to-truck","tag-driver-shortage","tag-facebook","tag-image-campaign","tag-instagram","tag-jobs","tag-public-relations","tag-social-media","tag-truck-drivers","tag-twitter"],"acf":[],"_links":{"self":[{"href":"https:\/\/cantruck.ca\/fr\/wp-json\/wp\/v2\/posts\/3328","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/cantruck.ca\/fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/cantruck.ca\/fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/cantruck.ca\/fr\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/cantruck.ca\/fr\/wp-json\/wp\/v2\/comments?post=3328"}],"version-history":[{"count":0,"href":"https:\/\/cantruck.ca\/fr\/wp-json\/wp\/v2\/posts\/3328\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/cantruck.ca\/fr\/wp-json\/wp\/v2\/media\/1392"}],"wp:attachment":[{"href":"https:\/\/cantruck.ca\/fr\/wp-json\/wp\/v2\/media?parent=3328"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/cantruck.ca\/fr\/wp-json\/wp\/v2\/categories?post=3328"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/cantruck.ca\/fr\/wp-json\/wp\/v2\/tags?post=3328"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}