SLC Transportation Division + UTA
Industry
Government
Services
- Marketing
- Advertising
- Media Buying
Campaign Strategy and Concept Development
BWP collaborated closely with the Salt Lake City Transportation Division to develop a strategic and engaging marketing campaign for the launch of the Go Routes brand. Our focus was to drive awareness of the Go Routes network, promote the Hive Pass program, and encourage transit ridership. The campaign aimed to introduce the new brand to Salt Lake City residents, commuters, and business professionals, emphasizing the convenience and affordability of frequent transit routes, while also integrating the GREENbike system as a complementary mode of transport. We designed a strategy that spoke directly to the diverse needs of these audiences, ensuring that the campaign’s messaging resonated across a broad demographic.
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Creative Asset Design and Development
After finalizing the campaign strategy, BWP turned its focus to the creation of compelling, high-quality assets to bring the Go Routes brand to life. Our team developed a variety of creative materials, including digital ads, print collateral, and environmental signage. Key components of the campaign included branding for the Go Routes network, Hive Pass messaging, and GREENbike integration. In addition to digital assets, we designed creative materials for physical placements such as bus wraps, TRAX wraps, and environmental signage. These designs were crafted to capture attention and communicate the value of Salt Lake City’s public transportation network, ensuring that the Go Routes campaign stood out in high-traffic areas across the city.
Media Placement Strategy and Execution
While the campaign’s media buying strategy ultimately shifted, BWP was instrumental in developing the plan and securing media placements for high-visibility outdoor advertising. We worked directly with Lamar Advertising to design and strategize the bus and TRAX wrap advertising components of the campaign, focusing on key routes to maximize exposure. Although the TRAX and bus ads were not implemented, the strategic planning ensured that the media spend was optimized and ready for deployment, with placements designed to reach a wide audience of Salt Lake City residents and commuters. Our media strategy also included digital advertising placements and environmental signage, ensuring the campaign reached its target audiences effectively and efficiently.
Campaign Launch and Monitoring
As the campaign launched, BWP worked closely with Salt Lake City Transportation and Lamar Advertising to ensure that all assets were deployed successfully and in a timely manner. Despite the shift in media placements, we continued to monitor the campaign’s performance across the active channels. We tracked key metrics, including Hive Pass purchases, ridership increases, and digital engagement, to assess how the campaign was resonating with the target audience. BWP remained responsive to the data, optimizing the campaign and ensuring the messaging stayed fresh and relevant. This proactive approach allowed us to maintain the momentum of the campaign and ensure continued engagement with the Go Routes brand.
Impact and Results
The Go Routes campaign, despite adjustments in the media placements, has successfully increased awareness and visibility of the Go Routes network, the Hive Pass program, and the integration of GREENbike. Through the strategic placement of digital and environmental advertising, the campaign has reached key audiences and raised the profile of Salt Lake City’s transit system, resulting in increased awareness and ridership on all current routes that are designated Go Routes. BWP coordinated with UTA and Universal Media for the print and digital advertising placements at City Creek and Gateway, utilizing monument signage, elevator wraps, and static backlits to ensure high visibility in these busy areas. The BWP campaign continues to contribute to the ongoing success of the Go Routes brand, driving awareness, engagement, increasing Hive Pass purchases and transit participation.
Creative Asset Design and Development
After finalizing the campaign strategy, BWP turned its focus to the creation of compelling, high-quality assets to bring the Go Routes brand to life. Our team developed a variety of creative materials, including digital ads, print collateral, and environmental signage. Key components of the campaign included branding for the Go Routes network, Hive Pass messaging, and GREENbike integration. In addition to digital assets, we designed creative materials for physical placements such as bus wraps, TRAX wraps, and environmental signage. These designs were crafted to capture attention and communicate the value of Salt Lake City’s public transportation network, ensuring that the Go Routes campaign stood out in high-traffic areas across the city.
Media Placement Strategy and Execution
While the campaign’s media buying strategy ultimately shifted, BWP was instrumental in developing the plan and securing media placements for high-visibility outdoor advertising. We worked directly with Lamar Advertising to design and strategize the bus and TRAX wrap advertising components of the campaign, focusing on key routes to maximize exposure. Although the TRAX and bus ads were not implemented, the strategic planning ensured that the media spend was optimized and ready for deployment, with placements designed to reach a wide audience of Salt Lake City residents and commuters. Our media strategy also included digital advertising placements and environmental signage, ensuring the campaign reached its target audiences effectively and efficiently.
Campaign Launch and Monitoring
As the campaign launched, BWP worked closely with Salt Lake City Transportation and Lamar Advertising to ensure that all assets were deployed successfully and in a timely manner. Despite the shift in media placements, we continued to monitor the campaign’s performance across the active channels. We tracked key metrics, including Hive Pass purchases, ridership increases, and digital engagement, to assess how the campaign was resonating with the target audience. BWP remained responsive to the data, optimizing the campaign and ensuring the messaging stayed fresh and relevant. This proactive approach allowed us to maintain the momentum of the campaign and ensure continued engagement with the Go Routes brand.
Impact and Results
The Go Routes campaign, despite adjustments in the media placements, has successfully increased awareness and visibility of the Go Routes network, the Hive Pass program, and the integration of GREENbike. Through the strategic placement of digital and environmental advertising, the campaign has reached key audiences and raised the profile of Salt Lake City’s transit system, resulting in increased awareness and ridership on all current routes that are designated Go Routes. BWP coordinated with UTA and Universal Media for the print and digital advertising placements at City Creek and Gateway, utilizing monument signage, elevator wraps, and static backlits to ensure high visibility in these busy areas. The BWP campaign continues to contribute to the ongoing success of the Go Routes brand, driving awareness, engagement, increasing Hive Pass purchases and transit participation.
