Metrolinx

Sharyn Byrne Nearing, VP, Brand, Digital, Product Marketing
Holly Kyriacou, Director, Brand, GO Transit
Celine Ooi, Brand Manager, GO Transit
Mark Childs, Chief Marketing Officer

Rethink *Lead Agency

Aaron Starkman, Partner, Chief Creative Officer
Sean McDonald, Partner, Chief Strategy Officer
Mike Dubrick, Chief Creative Officer, Toronto
Loretta Lau, Group Creative Director
Arjang Esfandiyari, Creative Director
Julian Morgan, Partner, Group Strategy Director
Daavi Wong Wolfson, Senior Strategist
Meredith Montgomery, Public Relations Lead
Sara Lemmermeyer, Public Relations Account Director
Amanda Dornan, Group Business Lead
London Choi, Copywriter
Danielle Zablocki, Art Director
Emily Anzarouth, Account Director
AJ Merrick, Director of Print Production
Alex Butt, Senior Broadcast Producer
Sheldon Sam, Producer
Kaitlyn Vian, PR Specialist
Emma Bayfield, Senior Strategist
Shar Khursigara, Group Account Director
Yuvan Duraibabu, Account Manager
Olivia Yang, Account Manager
Kristy Suurna, Account Supervisor
Brad Pickard, CGI Artist
Amber Arezes, Art Director
Erin Maguire, Designer

Carat Media

Carieanne Nickerson, SVP, Group Account Director
Uttara Das, Group Account Director
Koby Leung, Account Director
Michelle Yang, Media Planner
Kimberly Wells, Digital Planner
Tiffany Igbinosun, Digital Coordinator

Skin & Bones

Liane Thomas, Director
Liane Thomas, Line Producer

Saints Editorial

Emily McKay, Editor
Emily McKay, Assistant Editor

Mantl Reps

Arlene Evidente, Director of Photography

To overcome a pandemic-induced drop in ridership that hadn't recovered in 2022, GO needed to get the next generation of riders on board and transform their train apathy into passion. Gen-Z ridership recovery jumped, reaching 93% of pre-pandemic numbers. Just four months into our campaign, Gen-Z familiarity, trustworthiness and consideration of future use increased immensely. Key to our success was a series of tactics that not only got Gen-Z to think about GO, but got them excited about becoming a rider.