Valley Metro Super Bowl Campaign

Target Audience: - Visitors, press and staff in town for the Super Bowl - Local riders who were impacted by the crowds and operations - Local businesses and downtown Phoenix patrons

Strategy Objective:- To create an awareness that Valley Metro provided resident and visitor transportation needs to downtown Phoenix Super Bowl events and service to State Farm Stadium in Glendale on Super Bowl Sunday. - Promote free rides on light rail to downtown Super Bowl events. - Inform riders how to effectively use the rail system to connect to downtown events and how to take advantage of the free park-and-rides along our rail system. - Promote the rail-to-bus travel option for service to State Farm Stadium in Glendale on Super Bowl Sunday. - Increase awareness, downloads and use of the mobile app for trip planning/tracking.

Situation Challenge: Downtown Phoenix and Glendale, Arizona hosted the NFL's Super Bowl LVII and its supporting events in February 2023.

Results Impact: - Increased ridership: Valley Metro Rail served more than 250,000 riders during the week of Super Bowl LVII, a 40% increase from average weekly ridership. - Mobile app downloads: There were 5,300 app downloads of the Valley Metro app during Super Bowl weekend (February 9-12), along with 4,417 mobile fare passes sold and 4,838 passes scanned. - Local media attention: Valley Metro was featured in 194 stories from local media outlets. The stories reached more than 25 million people, generating a publicity value of nearly $500k. - Social media and website traffic: A total of 130 posts were published across Valley Metro social media channels, collectively earning 530,000 impressions and 2,400 likes. The website landing page generated 92,000 hits.

Why Submit: This entry was submitted to showcase our agency's promotion of its service to riders as our partner cities hosted one of the largest internationally recognized sporting events in the world. We strove to promote Valley Metro as a safe, reliable, convenient, and affordable service that is easy to access. We connected with tens of thousands of customers and we delivered excellent experiences. We executed a well-communicated game plan, clean stations and vehicles. Our trains operated efficiently to support the large event crowds, and our volunteers' friendly faces provided warm greetings and helpful information.