Could a community fall in love with its transit system?
To help strengthen its operations and win broader support, Grand Rapids’ public transportation system –
The Rapid –needed a campaign that would demonstrate its importance to the community. Not only for those
who ride it, but for everyone.
Investing in the community.
Nonriders needed a reason to support public
Focus groups revealed that people in Grand
Rapids were passionate about the well-being of their community and everyone in it – a situation that was
perfectly suited for a message strategy based on empathy and compassion.
Real stories create real support.
We gave Grand Rapids a glimpse into the lives of people who use
Multiple messages displayed along common routes allowed commuters to grasp a much larger story.
With a growing Hispanic population in the Grand Rapids area, Spanish-language translations were strategically placed to make sure our message reached everyone.
Digital and Social Media
To provide in-depth engagement, digital display
ads connected users to long-form videos.
To increase campaign reach and recall,
traditional media was integrated with social media by showcasing the television campaign within
The Rapid’s Facebook news feed.
It wasn’t just personal, it was business, too.
An ongoing community engagement strategy that continues
to prove The Rapid’s loyalty to local businesses.
To support local businesses, an ongoing news segment took viewers along for a ride on The Rapid
every Thursday as buses made stops at various establishments.
Bus route-based advertorials were placed in destination guides available in prominent hotels,
busy shopping malls and various downtown business districts.
The stories made a difference.
Over 7 million people realized there’s more to the ride.
“More to the ride” has become The Rapid’s
most successful marketing effort to date. It also gained national recognition and was among the winners of
the American Public Transportation Association Award.