Acart's campaign concept was to present the business case for rail travel by differentiating it from other modes of transportation. Teaser and reveal ads were used due to their ability to get the attention of the target audience, drawing them in with a surprising ad that contains no logo or identity but features a curious Web address (www.setmylaptopfree.ca or www.setmylegsfree.ca). Because the reveal ads are similar in appearance to the teasers, the audience makes the connection between the two, giving the message greater force.

The teaser and reveal series ran in outdoor media. The reveal ads also appeared on their own in national magazines such as Maclean's, L'actualité and Saturday Night, and major newspapers in cities along the Corridor, providing support to the outdoor media campaign. Each reveal ad showed the VIA 1 logo and drove the viewer to a branded Web site (www.betterbusinesstravel.ca) where they were able to get more information and purchase tickets.