Salt Lake City Transportation Division Hive Pass
Industry
Government
Services
Brand Development
Photography
Marketing
Advertising
Public Relations
Website Design & Development
Launching a First-of-Its-Kind Transit Initiative with Strategic Vision and Purpose
The Salt Lake City Division of Transportation launched the Hive Pass in March 2014 as a pioneering initiative to encourage public transit use and reduce vehicle emissions. As part of the city’s Clean Air initiative, this innovative monthly transit pass pilot program was designed to provide Salt Lake City residents with an affordable and convenient way to utilize public transportation. It was the first program of its kind in the country to directly address air pollution by making transit more accessible. Due to its success, the program evolved into the Hive Pass 2.0, which offered a flexible, month-to-month option at a significantly reduced rate of $42—half the cost of the standard Utah Transit Authority (UTA) monthly pass.
Read More
Creating a Compelling Brand to Drive Awareness, Participation, and Pride
In 2015, BWP was tasked with creating a brand identity for the Hive Pass to ensure the program resonated with residents and encouraged participation. Over the next five years, we developed and managed a comprehensive marketing strategy that included website design, social media management, digital marketing, and community outreach. By crafting a cohesive visual identity and communication strategy, we helped position the Hive Pass as a must-have for Salt Lake City commuters.
Bringing the Brand to Life: Capturing Real Riders to Build Trust and Authenticity
A key component of our campaign involved a dynamic and engaging social media initiative. We conducted photoshoots with diverse riders at TRAX stations and other public transit hubs, capturing authentic user experiences that highlighted the benefits of the program. By leveraging these real-life testimonials and encouraging riders to share their stories on their own social channels, we cultivated an organic promotional movement that significantly boosted awareness and ridership.
Executing a Multi-Channel Campaign to Educate, Engage, and Activate Commuters
Beyond digital marketing, we also produced a suite of marketing materials for public relations efforts and community engagement. These assets were instrumental in reaching a broader audience and reinforcing the value of the Hive Pass to residents, city officials, and transit advocates. Through our strategic efforts, the program not only gained traction but became an integral part of the city’s public transportation ecosystem.
Driving Long-Term Adoption Through Creative Strategy and Community Connection
Today, the Hive Pass remains a highly successful program, continuing to provide affordable transit options for Salt Lake City residents. Our collaboration with the Salt Lake City Division of Transportation played a crucial role in establishing the Hive Pass as a trusted and widely utilized initiative, helping to shape a more sustainable and transit-friendly city for years to come.
Creating a Compelling Brand to Drive Awareness, Participation, and Pride
In 2015, BWP was tasked with creating a brand identity for the Hive Pass to ensure the program resonated with residents and encouraged participation. Over the next five years, we developed and managed a comprehensive marketing strategy that included website design, social media management, digital marketing, and community outreach. By crafting a cohesive visual identity and communication strategy, we helped position the Hive Pass as a must-have for Salt Lake City commuters.
Bringing the Brand to Life: Capturing Real Riders to Build Trust and Authenticity
A key component of our campaign involved a dynamic and engaging social media initiative. We conducted photoshoots with diverse riders at TRAX stations and other public transit hubs, capturing authentic user experiences that highlighted the benefits of the program. By leveraging these real-life testimonials and encouraging riders to share their stories on their own social channels, we cultivated an organic promotional movement that significantly boosted awareness and ridership.
Executing a Multi-Channel Campaign to Educate, Engage, and Activate Commuters
Beyond digital marketing, we also produced a suite of marketing materials for public relations efforts and community engagement. These assets were instrumental in reaching a broader audience and reinforcing the value of the Hive Pass to residents, city officials, and transit advocates. Through our strategic efforts, the program not only gained traction but became an integral part of the city’s public transportation ecosystem.
Driving Long-Term Adoption Through Creative Strategy and Community Connection
Today, the Hive Pass remains a highly successful program, continuing to provide affordable transit options for Salt Lake City residents. Our collaboration with the Salt Lake City Division of Transportation played a crucial role in establishing the Hive Pass as a trusted and widely utilized initiative, helping to shape a more sustainable and transit-friendly city for years to come.
