UTA Road Therapy Educational Initiative

Target Audience: The primary target audience for this campaign is new and next-generation transit riders ages 18- 34 as well as infrequent or lapsed riders between 18 and 65 years old across UTA's service area.

Strategy Objective:To reach a wide audience, we used a balanced approach across various media: animated digital ads, system signage, homepage takeovers on local media websites, and connected TV spots for streaming networks. The creative considerations when building this campaign included normalizing therapy as part of self-care and reinforcing the advantages of public transit, such as the environmental benefits, the value of riding, and everything riders can do during a trip, as well choosing a diverse cast to resonate with our Gen Z audience.

Situation Challenge: UTA wanted to reinforce the perception in our community and among key opinion leaders that we are a positive force in the state. With the help of our ad agency, we created an engaging and humorous road therapy brand campaign to encourage taking public transit to avoid the unpredictable frustrations of driving: sitting in traffic, dealing with high gas prices, and endlessly searching for parking spaces. "Find Your Peace on UTA" is not only the tagline but also highlights our service as a peaceful and predictable commute experience where passengers can relax, read, work, or enjoy a moment of tranquility during their journey. At UTA, We Move You — with less stress.

Results Impact: At this time, this six-month campaign is just over one month in. To launch the campaign, we ran a homepage takeover of KSL (a prominent local news site), which generated over 1.4 million impressions and increased our web traffic by over 50% during a single day.

Why Submit: This submission is truly deserving of an award for its strategic reinforcement of UTA's positive community image, connects with key opinion leaders, and engages a younger audience. This campaign is infused with humor not only to capture attention but also to address common driving frustrations such as traffic, gas prices, and parking dilemmas with empathy for potential riders' daily struggles. The tagline, "Find Your Peace on UTA," encapsulates the essence of a peaceful, predictable commuting experience and establishes UTA as a positive force in public transportation.