Print Advertising
Class I – South Florida Regional Transportation Authority (Tri-Rail)
Target Audience: Potential train riders
Project Cost: $40,000
Description: This advertising campaign reached millions of potential riders in 22 multicultural publications. More than 3500 people responded for a free transit ride and a chance to win free groceries for one year. Website and customer service contact was accessed 10% more compared to previous year’s usage.
Class II – HART
Target Audience: General Public; Potential Riders
Project Cost: $10,000
Description: Tampa roads are congested and there is major construction on most highways. This advertising campaign was designed to increase public awareness about the benefits of using public transportation and depict HARTline as a viable choce in reducing the stresses of commuting.
The images used in this campaign showed everday people while spotlighting the downside of commuting in a highly congested community. Bus exteriors, print ads, and lighted kiosk displays at area malls were used to communicate the ease of commuting by bus to avoid the hassles of driving in traffic, the risk of another speeding ticket, and to negate being a victim of road rage.
This campaign increased public awareness of HARTline as a commuting choice and encourage trial use. This campaign won a Gold Award at the Addy’s sponsored by the Tampa Bay Advertising Federation and the 2005 APTA AdWheel first place award.
