LA28 Olympics Collaboration

Target Audience: The target audience included Southern California residents, visitors, and global spectators preparing for the 2028 Olympic and Paralympic Games. The campaign aimed to engage younger, social media-savvy individuals who frequently use platforms like Instagram and TikTok, as well as promote public transit awareness to a broader audience accustomed to car-centric travel.

Strategy Objective:Metrolink collaborated with 10 regional transit agencies to produce an engaging, short-form video optimized for social media platforms like Instagram and TikTok. This innovative approach leveraged trending visual formats and music to showcase the convenience and accessibility of Southern California's public transit options for the Olympics. The campaign strategically targeted digital platforms to maximize reach and relevance among a diverse audience at a time when the Olympic Games were top of mind for the world.

Situation Challenge: Southern California's reputation as a car-centric region often overshadows its robust public transportation options. With the Olympic torch handoff from Paris to Los Angeles marking a pivotal moment leading to the 2028 Games, Metrolink saw an opportunity to shift perceptions, highlight its connectivity within the regional transit network, and encourage car-free travel to prepare for the influx of millions of visitors.

Results Impact: The video achieved over 360,000 views and counting, 710 comments and over 1600 saves across all social platforms, engaging a wide audience and generating excitement around public transit for the LA28 Games. The campaign elevated public awareness about regional transit options in Southern California, fostering a positive narrative around car-free travel and laying the groundwork for future engagement leading up to 2028.

Why Submit: This campaign exemplifies Metrolink's commitment to innovation, collaboration, and community engagement. By addressing a long-standing challenge—Southern California's car-dependent culture—the campaign successfully reimagined public transit as a viable, exciting option for millions of Olympic visitors and residents alike. Its impressive results and ability to reshape perceptions demonstrate its impact and make it a standout entry worthy of an AdWheel Award.