McKalla Station Launch

Target Audience: The McKalla Station campaign targeted a diverse audience, including soccer fans attending Austin FC games at Q2 Stadium, CapMetro Rail riders traveling along the Red Line, and residents of the North Burnet neighborhood who live or commute near the station. The messaging focused on adults aged 24 and older, particularly those interested in soccer and the growing transit options in the Austin area. Additional efforts were made to engage Spanish-speaking audiences through targeted influencer campaigns and localized content.

Strategy Objective:The objective was to build excitement and awareness for the station launch. An opening ceremony with free public access, activities, fare-free rides on opening day, and an inaugural train ride served as a centerpiece to engage the community. The promotional campaign employed paid digital ads, emails, social media posts, videos, and mailers to showcase the benefits of the station and highlight improvements, like double tracking. A custom mural created in collaboration with local artists and community members added a unique visual element, while branded merchandise was designed to sustain excitement, and build ridership and engagement beyond the event.

Situation Challenge: McKalla Station, which opened on February 24, 2024, became the 10th station on CapMetro's Red Line, strategically located near Q2 Stadium. This project required a comprehensive marketing, communication, and community engagement strategy to promote the station's launch and ensure a successful opening. Our planning team addressed key factors such as operational readiness, safety enhancements, the timing and approach of the ribbon-cutting ceremony, and the importance of fostering community involvement. The opening of McKalla station was designed to strengthen transit connectivity in the North Burnet neighborhood by providing new links between housing and employment opportunities, increasing Red Line service, and improving access to popular destinations like the Domain and local businesses.

Results Impact: The McKalla Station campaign exceeded expectations by delivering impressive results across multiple metrics. Ridership surged by 66% year-over-year in February and 7% in March, highlighting the station's immediate impact on transit use. The grand opening garnered significant attention, supported by 144 media stories and influencer content achieving an average engagement rate of 1.1%. Paid media efforts were equally successful, generating 835.5 million impressions, 384,873 completed video views, 25,509 clicks, and 258,186 total engagements—all achieved with a $26,298 ad spend at a $1.03 cost per click. Additionally, influencer promotions outperformed benchmarks by driving over 210,000 impressions at a cost of $0.88 per engagement.

Why Submit: The McKalla Station launch showcases CapMetro's commitment to innovative transit solutions, safety and community engagement. The new station has enhanced accessibility to Q2 Stadium, making it safer, more connected, and more enjoyable for all riders. Its vibrant community artwork serves as more than decoration—it celebrates the energy, creativity and passion of those who come together to create and be a part of a fun and exciting journey. By blending strategic marketing, thoughtful collaboration and creative design, this initiative connects residents, soccer fans and businesses while fostering community identity and delivering measurable results.