Santa Cruz Metropolitan Transit District One Ride at a Time Print Media

Target Audience: Santa Cruz County residents and visitors

Strategy Objective:One Ride at a Time's objective was to utilize print media to motivate Santa Cruz residents to choose sustainable transportation. The centerpiece was visually captivating bus wraps produced with National Geographic photographers, featuring Monterey Bay's splendor. These wraps acted as mobile billboards, epitomizing METRO's eco-friendly mission. Each ride linked directly to supporting the Monterey Bay National Marine Sanctuary Foundation and conservation efforts. This tangible connection between daily travel and environmental protection was accentuated by the local wildlife imagery, underscoring public transit as an active step in Earth's stewardship.

Situation Challenge: METRO aims to double ridership and transition to a zero-emission fleet within a decade, necessitating increased public awareness of its eco-friendly contributions. Leveraging Santa Cruz County's environmentally-minded residents and breathtaking landscapes, including the biologically diverse Monterey Bay, METRO launched a striking visual campaign. The One Ride at a Time campaign, through compelling bus wraps in partnership with National Geographic wildlife photographers, showcased the majestic Monterey Bay wildlife. These wraps transformed buses into moving statements for environmental stewardship, both promoting METRO's sustainability commitment and reinforcing the value of public transit in conserving the community's natural appeal.

Results Impact: Since the One Ride at a Time campaign launch, METRO's visibility in the community has significantly increased, thanks to Monterey Bay's iconic wildlife-decorated bus wraps. These wraps, turning buses into moving art, have not only caught eyes across Santa Cruz County but have also conveyed METRO's environmental commitment. This visibility spike led to a 15% increase in ridership and a notable $42,000 donation to METRO's nonprofit partners for conservation efforts. Furthermore, surveys from 2023 to 2024 reflect nearly a 10-point jump in METRO's favorability and brand recognition, proving the campaign's effectiveness in boosting community engagement and environmental awareness.

Why Submit: Using print media bus wraps in an unprecedented way, the One Ride at a Time campaign turned METRO buses into dynamic canvases with stunning photography. This initiative bridged transit with environmental advocacy, highlighting how choosing public transport can contribute to Earth's preservation. The visually striking bus wraps served as mobile symbols of sustainability, capturing the community's attention with their design and message. These creations sparked widespread conversations, evidenced by a nearly 10-point boost in METRO's favorability and visibility from 2023 to 2024 surveys. In Santa Cruz, these vibrant bus wraps have become emblematic of environmental action, earning widespread recognition for making a significant impact on public perception and environmental engagement.