Citizens For Modern Transit

Situation

Citizens for Modern Transit’s need to build awareness of the benefits of Metro Transit in St. Louis and build ridership though a month-long campaign across print, digital and electronic media led them to Henning Communications.

Goal

Reach new audiences, create awareness of special media and public events at Metro-Link stations. Demonstrate the value and convenience of public transportation. Support the CMT mission to lead efforts for an integrated, affordable, and convenient public transportation system with light rail expansion as the critical component that will drive economic growth to improve quality of life in the St. Louis region.

Strategy

Henning Communications is located downtown St. Louis, and built team intensity by riding public transportation to work. Creative brand positions were developed to focus on the practical and casual dimensions of metro transit. High-impact graphics and creative copy wove together destinations that include work and play.

Impact

Results are based on CMT’s Try & Ride program. After one year, more than 2,300 people registered for the program; the goal was 1,300. A poll of Try & Ride participants revealed riders found it more convenient than they thought (43 percent); there were more people riding than expected (34 percent); they had greater access (33 percent); there was a cost savings (48 percent); and it was a relaxing commute (29 percent).

Category

Brand Marketing