TRUST IN TRANSIT CAMPAIGN
Public transit nationwide saw a dramatic decline in ridership with the onset of the COVID-19 pandemic. The general population considered public transit as a hot spot for spreading the virus. To show our riders and our community how seriously we were taking things, we created our #TrustinTransit campaign. The goal of this campaign was to communicate COVID-19 safety measures/policies to the public via multiple channels and ask them to pledge to do their part in keeping our service safe during the winter months (November 2020 - March 2021) when cases were expected to rise.
COMMERCIAL
We placed our 30 and 15 second commercial on a local news station where we secured 45 spots per month. We also bought placements through OTT and generated 133,000 impressions in 4 months.
DIGITAL ADS
Our combination of digital ads garnered over 1.5 million impressions during the campaign. Display ads ran on the Weather Channel App, high impact ads ran on local media partners desktop and mobile websites, and interstitial ads ran on local media apps. At the end of the campaign our ads had received over 6,500 clicks.
PRINT PUBLICATIONS
We partnered with three local print publications that circulated 55,000 copies each month throughout the campaign.
RESULTS
Our specific call to action was: visit our website, sign our safety pledge, and we will send you a face mask. The safety pledge form contained a “How did you hear about the pledge?” drop down menu, which gave us insight into our most valuable channels. From October 31, 2020 - March 4, 2021 we received over 500 pledges.