Palm Tran's Route 62 Commercial
Target Audience: Current riders and potential riders defined as: local residents who have other means of transportation, but could choose the bus for convenience.
Strategy Objective:Palm Tran would produce a high-quality, upbeat video that attracts people to take Route 62 to the beach. - Air video on television and obtain 1,000 views on YouTube. - Inform audience about a new stop location at the beach and the specific route number to take. - Attain 40 riders on the newly extended route within the first week of the launch and help improve overall monthly ridership three percent. - Establish a contract at a local television station with high ratings. - Promote cost savings and convenience to potential riders, specifically those who pay to park or currently use other options like Uber. - Highlight other attractions on the route that already have high ridership and add appeal for new riders.
Situation Challenge: Palm Tran's bus network was preparing to add a new stop that would pick up and drop off passengers at Lake Worth Beach and the nearby shopping/ dining district for the first time. Palm Tran needed to inform current riders about the extension on the route and gain attention to attract new riders.
Results Impact: - The video aired on WPTV News Channel 5 at specific times of the day conducive for riding the route in the morning; it has more than 46,000 views on YouTube, which far exceeded the goal of 1,000 and set a new record for Palm Tran's YouTube channel; it was shared multiple times on social media. - Immediate positive feedback was collected through likes and engagement posted by riders on Facebook. - Ridership of Route 62 tracked more than 50 riders through the first week, which exceeded the goal of 40; the monthly ridership in January increased 8.7%, exceeding the goal of a three percent increase.
Why Submit: Palm Tran successfully created a 30-second promotional video that aired on television and set a record on Palm Tran's YouTube channel with more than 46,000 views. The extensive reach of this catchy, entertaining video helped to exceed goals for increasing ridership of Route 62 and make it worthy of an AdWheel Award. As part of the revamped bus route, Palm Tran was launching a new stop that would give passengers a direct drop off at the beach. The new service needed to be clearly communicated to current riders, local citizens and tourists alike. Not only did the video spark immediate interest throughout the target audience, but the traction continued digitally and left a lasting impact on the momentum of Route 62.