VTA Trex-Mas Holiday Wrap

Target Audience: The primary audience included VTA passengers and the broader Silicon Valley community, with a focus on fostering holiday cheer and showcasing VTA as a community-centered, fun, and approachable transit agency.

Strategy Objective:The strategy centered on a festive bus and light rail wrap featuring Trex, VTA's SmartCommute mascot, alongside new character friends. Designed in holiday red and green with reflective elements and light tape, the campaign combined vibrant visuals with celebration. The campaign was promoted through social media, community events such as the annual Stuff the Boys Toys-for-Tots toy drive, and on-the-ground interactions to connect with both passengers and the local community.

Situation Challenge: The holiday season offered an opportunity to enhance VTA's brand image and spread holiday cheer. The "Trex-Mas" bus and light rail wraps aimed to increase community engagement while highlighting VTA's enjoyable transit services, taking inspiration from the well-loved dinosaur mascot of the SmartCommute passenger rewards program.

Results Impact: The campaign enhanced VTA's brand perception, with increased engagement and positive feedback from riders and community members. It created a festive and memorable experience, improving passenger satisfaction and fostering community goodwill during the holiday season.

Why Submit: The 2024 Holiday Wrap campaign exemplifies how VTA connects with the community through creativity and innovation. By featuring Trex and his friends in a festive design, the campaign delighted riders, promoted safety with reflective elements, and showcased VTA's ability to blend tradition with modernity. This unique, impactful campaign deserves recognition for its originality, community engagement, and alignment with VTA's mission.