Metro Regional Connector Grand Opening

Target Audience: To raise awareness of the opening of the Regional Connector Transit Project and its three new rail stations (Little Tokyo/Arts District, Grand Av Arts/Bunker Hill, and Historic Broadway) in downtown Los Angeles, and increase ridership, Metro aggressively targeted current, lapsed and potential new riders including both business and leisure riders, as well as families who might enjoy the better access to arts and culture destinations in DTLA.

Strategy Objective:"Make the Connection" campaign theme conveyed our strategy to demonstrate how the Regional Connector makes it easier for riders to connect with the people, place and things that they loved in LA County. The integrated marketing efforts included print and digital ads in pre-opening, opening, and post-opening phases. Social media added a fun twist, exploring "When?" and highlighting food and arts/cultural destinations. Media relations targeted diverse outlets, offering insights via "sneak peek" tours. Broadcast media featured "live shot" opportunities with key messages on accessibility and connectivity. We also featured artists that emphasized the role of art and culture in enriching the rider experience.

Situation Challenge: Leading up to the opening of the Connector, stories about Metro were predominantly negative, ridership was still below pre-pandemic levels and intense media coverage of issues on the system drove a concern among L.A. County residents. The Connector opening provided an opportunity to highlight the transformative nature of the new Connector stations to people's everyday commute, and shifting the tone and focus from issues about the system to the positive attributes of the Regional Connector for riders. Through an integrated marketing campaign, social media channels and media outreach efforts targeted at riders about how the Regional Connector would improve connections, making it easier to connect residents with direct access to jobs, education, and, essential services.

Results Impact: PWR 106, Kiss FM, KTWV FM 30s radio spots: 333K+ impressions LA Times Insert: 180K impressions OOH Jr Posters (East LA)+ The Bloc OOH ads: 3.5MM impressions July ridership increased by 26% increase on weekdays and 42% on weekends (YoY) August ridership increased by 29% on weekdays and 45% on weekends (YoY) September ridership increased by 23% on weekdays and 33% on weekends (YoY)

Why Submit: Our comprehensive marketing campaign transformed the conversation about Metro's transit system. With over 4 billion media impressions and 1,000 stories (96% positive or neutral), we highlighted the Regional Connector's benefits, stations, and improved accessibility for L.A. County residents, boosting rail ridership across the network. In July 2023, the newly reconfigured A and E Lines saw a 26% weekday ridership increase compared to July 2022. Weekend ridership in July 2023 jumped by nearly 42% compared to July 2022, following the June 2023 opening of the Regional Connector project.