<?xml version="1.0" encoding="utf-8"?>
<rss version="2.0"
					xmlns:content="http://purl.org/rss/1.0/modules/content/"
					xmlns:wfw="http://wellformedweb.org/CommentAPI/"
				  >
<channel>
<title>Jan Kelley Marketing Blog - Randi Amoroso</title>
<link>http://www.jankelley.comrss/</link>
<description><![CDATA[Jan Kelley Marketing Blog - Description]]></description>
<image><title>Jan Kelley Marketing Blog</title>
<link>http://www.jankelley.comrss/</link>
<url>http://www.jankelley.comimages/logo-jkm.gif</url>
</image>
<language>en-us</language>
<pubDate>Sat, 19 May 2012 18:29:35 -0400</pubDate>
<item>
<title>PRESTO JAN Kelley taps into hiphop tappers for GO video</title>
<link>http://www.jankelley.comblog.php?blogId=56</link>
<pubDate>Fri, 04 Jun 2010 08:52:44 -0400</pubDate>
<description><![CDATA[There&rsquo;s a new video making the rounds on YouTube these days that&rsquo;s starting to gain some pretty decent numbers.
It&rsquo;s not about a cigarette smoking two-year old or the 10 greatest goals in World Cup history or the latest way to get 6-pack abs. It&rsquo;s about PRESTO &ndash; the new, convenient one-card fare system for commuters in the GTHA.
The one thing our client, GO Transit, wanted people to get about the PRESTO Card is the fact that it&rsquo;s easy to use &ndash; just tap and go. There are plenty of other benefits, but ease-of-use headed the list.
Naturally, we needed a killer idea, and as weird it this sounds, it came in a Mickey Rooney/Judy Garland-like moment right out of an old Andy Hardy movie.
Anita and Stew were kicking around ideas, none of which was upping their heart rates, and then one of them (Stew says it was Anita and she says it was Stew) shouted, &ldquo;Say, let&rsquo;s put on a show!&rdquo; Instantly, 150 bps &ndash; they knew they were on to something.
To clearly identify the number one benefit, the idea was to have a couple tap dancers do a performance before a live audience and film it. The dancers&rsquo; tap board would be a giant Presto Card. And instead of doing the show in a barn, the venue would be Union Station.
A few weeks later, there we were filming a surprise &lsquo;flash&rsquo; event during afternoon rush hour, featuring two of Toronto&rsquo;s best hip-hop tappers &ndash; Shawn Byfield and Janaye Upshaw. And a few weeks after that, the video is completed and out there doing what it&rsquo;s supposed to&ndash; creating awareness, building interest and generating sales for the PRESTO Card. In fact we just heard from GO Transit that the cards are moving faster than they expected. Hurray!
All in all, it was a very exciting, intense and gratifying experience. I&rsquo;m glad I was a part of it. And hats off to all the people who helped make it happen. Everyone who touched this project was fantastic, starting with Vasie, Nancy and Sheena at GO Transit. Then there&rsquo;s Jennie, Charles and Derek at The Corner Store (production), Allan (music and sfx), Lucius (titles), Shiv at Relish (editing), our entire team here at the agency and, of course, Shawn and Janaye.&nbsp;
What&rsquo;s left to say but &ldquo;Tap on!&rdquo;]]></description>
<enclosure url="http://www.jankelley.com/temp/image-842.jpg"  length="7069"  type="image/jpeg" ></enclosure>
<author>ramoroso@jankelley.com (RandiAmoroso)</author>
</item>
</channel>
</rss>
