Integrated Advertising
Ridership Campaign
Trinity Metro Safety
The Challenge
Because of the pandemic, Trinity Metro experienced the same declines in ridership as other systems across the country. Recognizing how essential the service is, Trinity Metro set to work, immediately putting in place the necessary protocols to ensure the safety of both passengers and employees.
From enhanced cleaning to social distancing to implementing a face-mask policy, all safety measures were designed to help reduce the spread of the virus. The marketing challenge was to reassure prospective riders that using the service was safe.
An Upbeat Campaign
Fort Worth’s public transit system, Trinity Metro, and their agency of record, J.O. Agency, created an integrated campaign to tackle any concerns about riding public transportation during the pandemic. The upbeat campaign featured video and digital advertising — all done with volunteer principals and extras, including staff, a creative promotional twist and a strategic media buy. The objective was to increase ridership while building customer trust.
We Got You
J.O. Agency saw an opportunity to communicate the changes to consumers in a reassuring yet light-hearted way. To put riders at ease about returning to public transit, they developed the “We Got You!” campaign. Advertising features staff and passengers in colorful face masks following the protocols while interacting and dancing to upbeat music.
The Result
The “We Got You” media campaign includes cable television, Hulu, digital advertising, print publications, YouTube video, social media, email, and audio streaming on Pandora and Spotify. All rides were free for the first six weeks of the campaign.
The campaign has delivered over 20 million impressions and the combined ridership of buses, Trinity Railway Express, TEXRail and The Dash has increased 10.6 percent between May and August.
2020 AVA Gold Award in: Video Production | Commercials | COVID-19 Service Response
