Who: Rocky Mountaineer, DDB Canada Vancouver, OMD Vancouver.

What: A new brand spot, “It Stays With You,” targeting well-travelled and curious baby boomers.

When & Where: The 30-second spot launched in Canada and Australia on Jan. 21, and in the U.S. on Jan. 28. The campaign includes TV and print, as well as digital banners, promoted posts on Facebook and Instagram, plus pre-roll advertising on YouTube.

What: The campaign’s emotion-led strategy highlights the sensory experiences of a Rocky Mountaineer trip—from the epic views of the Rockies, to the sound of an old friend’s laughter, to the taste of the food.

Why: The strategy is based around the insight that a travel experience has to be truly special to be remembered, and Rocky Mountaineer’s sensory delights can create indelible memories. “These are the memories that stay with you, long after the moments have passed,” says the voiceover.

And we quote: “Journeys with Rocky Mountaineer are full of powerful sensory triggers: sights, sounds, tastes and smells that will stay imprinted in your memories, ready to be summoned at a moment’s notice. These are experiences that will stay with you for years to come.”—Kari Grist, director of brand and digital, Rocky Mountaineer.