Class I – South Florida Regional Transporation Authority

Target Audience: Past, Present, and Future Riders
Project Cost: $75,000
Description: With more trains, more often, Tri-Rail created a TV spot to introduce its new and improved schedule. The commercial highlighted Tri-Rail’s expanded service and positioned the rail system as a means to get to school, work or South Florida’s exciting destinations. Tri-Rail’s spots aired on five local TV stations during peak times, reaching millions of viewers. As part of a comprehensive multimedia campaign, Tri-Rail noted a 9% increase in ridership, plus 88 new compaines and 640 employees were enrolled in its Employer Discount Program.

Class II – PSTA

Target Audience: Passengers and potential passengers
Project Cost: $42,000
Description: The use of animated TV commericals has proven to be of great success for the Authority. People actually stop in their tracks and watch the commericals and hum along with the music. When you only have 30 seconds to highlight the benefits of using public transit, you have to grab the audience’s attention right from the start and make them want to continue watching time after time. Increased interest in transit equals increased ridership: so far in Fiscal Year 2006/07, PSTA has enjoyed a 2.6% ridership increase over last year’s record breaking figures.