Sound Transit Light Rail Expansion Campaign to Encourage Awareness/Ridership

Target Audience: Our target audience were public transportation users, as well as people open to moving away from 100% car dependency who live or work in the areas where Sound Transit expanded it's light rail system. They are frustrated with traffic, parking fees, and high gas prices. That's enough to make drivers feel pretty melodramatic. This group wants to explore new ways of fitting public transportation into their routines. They are interested in re-thinking the ways they get around, using different modes of transportation for different purposes. Expanding their mobility toolkit allows them to have more flexibility, and save time, money, and their sanity. These folks are ready to try something new.

Strategy Objective:Our strategic idea was "sometimes a car is second best." The urban system has been built around cars and consumers are conditioned to believe cars are the pinnacle of freedom. But what about Seattle traffic, finding and paying for a parking spot, and high gas prices? Seattleites are searching for a better way. Enter Sound Transit. The idea of putting cars in second place turns a cultural truth on its head.

Situation Challenge: In 2024, Sound Transit opened two new Link light rail extensions. The 1 Line expansion introduced 4 new stations to the north of Seattle. The brand-new 2 Line entered a market that previously had no light rail option at all, with 8 new stations from Bellevue to Redmond. The objective of the campaign was to continue to build awareness of and goodwill towards Sound Transit services, and build excitement and use for a new way to travel around the Seattle area, unencumbered by the woes of driving. Of course, we wanted to meet ridership goals on both of the new lines, too.

Results Impact: This campaign exceeded our goals, with 169,068 average monthly riders on the 2 Line,and 252,158 average monthly riders on the expanded 1 Line. We've transported over 24.5M riders since opening. And, in a pre- and post-campaign consumer study, 71% of respondents felt "very positively" about Sound Transit compared to 58% in the pre-wave. And respondents said the messaging increased their intent to ride from 43% to 52%.

Why Submit: We are submitting this entry to showcase a novel, creative, interesting approach to reminding people there is another, easier transportation option with Sound Transit: one that avoids the drama of driving. The campaign should win an Adwheel because it raises the awareness of public transportation in an area where light rail options are expanding. The campaign generated excitement for both openings, with 35,600 riders on opening day of the 2 Line, and 27,800 riders on opening day of the Link light rail extension. Ridership and positive perceptions of Sound Transit continue to grow.