Fort Worth, Texas-based advertising/marketing firm, Pavlov, has unveiled its new B2B ad campaign for Vicinity midsize buses, a division of Canada-based Grande West Transportation Group, aimed at transit authority professionals in smaller cities and communities, as well as commercial enterprises, across North America and Canada.
The campaign’s first phase, now rolling out transit industry-wide, features a full-throttle chainsaw and its overly-enthusiastic owner who chooses the wrong tool for his delicate gardening work. The key message: just as one wouldn’t prune a bonsai tree with a chainsaw, one shouldn’t use large buses in a small town. Elements of the campaign include video, digital marketing, email, PR, social media and tradeshow components.
Vicinity’s products are purpose-built to benefit smaller locales: shorter, lighter buses provide better access and maneuverability, cost less, cause less wear and tear to infrastructure, and emit fewer potentially harmful emissions.
Khris Kesling, Creative Director
Cassie Kruemcke, Design Director
Scott Kirk, Director of Brand Strategy
Richard Maxwell, Director of Transit Accounts
Allan Cardozo, Interactive Director