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Valley Metro
Valley Metro NOTES

RAN IN: United States

CLIENT
Valley Metro RPTA

Heidi Gracie, Brand Marketing & Customer Experience Manager
Mario Diaz, Chief Marketing Officer

AGENCY
R&R Partners *Lead Agency

Kyle Curtis, Creative Director/Copywriter
AJ Bell, Illustrator/Animator/Designer
C. Michael Foster, Senior Producer/Copywriter
Emily Johnson, Account Executive
Dorian Sullivan, Sr. Account Executive
Jennifer Harlan, Media Supervisor
Brian Kunnari, Sr. Account Executive
Kimberly Gale, PR Account Executive


SUMMARY

After cutting bus service by 30%, Valley Metro still grew its year-over-year transit ridership by 5.1%, (three times the 1.7% national average transit growth), by breaking down the educational barriers to riding transit. With just $250,000 total, in the Top-20 Phoenix media market, Valley Metro created a series of animated music videos performed by popular local bands to teach people the how-tos of riding buses and trains. Leveraging each bands existing social network and news appeal, the campaign made a huge impact with minimal paid media.

CASE STUDY

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CASE VIDEO


Hero Medium: Radio

Medium Featured On Video: TV, Interactive, Print, OOH, PR

Audience: New Audience, Men, Women, Brand Influencers, Boomers (45+), Teens (13-20), Young Men (20-35), Young Women (20-35), Families, Mothers, Fathers

Objectives: Other

Type: Business to Consumer

Classification: Local

Language: English