Valley Regional Transit - Let's Ride, BOI - Integrated Brand Awareness and Ridership Campaign

Target Audience: This campaign targeted Gen Z trendsetters and young millennials likely to embrace alternative transportation options. These individuals value diversity, participate in community events, and want to contribute to a thriving culture in the city. We focused on people who have the flexibility to ride public transit but choose to drive instead. Our secondary audience is community advocates who influence culture, laws, and public perception. Idaho is one of few states in the U.S. without dedicated state funding for public transportation, so it's crucial to stay in front of these individuals to help gain ground for public transit in a car-centric community.

Strategy Objective:The strategy centered on integrating the bus into the culture and lifestyle of potential riders in Boise, Idaho's capital where transit infrastructure is strongest. The objective was clear: make the bus cool — and challenge people to take a ride. The campaign highlights how bus transit fits into everyday life, showcasing activities loved by our audience and destinations accessible by bus. In its first phase, the campaign leverages a blend of digital and traditional media, using targeted creative assets to emphasize practicality, sustainability, and convenience. Messaging was crafted to engage younger audiences and trendsetters, driving app downloads, encouraging first-time riders, and reshaping public perception.

Situation Challenge: Public transportation awareness is low in car-centric Boise, Idaho, where market research revealed a generally negative perception of bus transit. Many falsely believed it to be inconvenient, unreliable, and outdated. As one of the fastest-growing regions in the U.S., Boise faces infrastructure challenges that make strong transit adoption crucial for sustainable growth. To address these barriers, VRT launched a campaign to attract new riders and reposition transit as an integral part of Boise's vibrant and evolving community. The campaign aimed to build trust, raise awareness, and inspire excitement about public transit — demonstrating that it truly is for everyone.

Results Impact: The campaign is ongoing, but in its first 4 months, the campaign has achieved significant results: over 13 million estimated impressions, a 103% increase in downloads of VRT's primary app Umo Mobility, a 53% increase in web traffic to VRT's new riders page, and over 5% average monthly growth in ridership.

Why Submit: "Let's Ride, BOI" was guided by a comprehensive blend of quantitative and qualitative research and a thoughtfully developed strategy. Leveraging research-driven insights, compelling storytelling, and Boise's distinct identity, the campaign engages Gen Z and young millennials—key drivers of post-pandemic ridership recovery. By positioning VRT as an essential part of Boise's culture, the campaign is achieving measurable success in boosting app downloads, ridership, and public engagement. The creative execution stands out with its fun, vibrant, and unconventional approach for the transit sector, making it a standout example of impactful transit marketing.