METRORapid Silver Line Ribbon Cutting
Target Audience: The Metropolitan Transit Authority of Harris County, Texas (METRO) targeted the video to regional social media audience, but especially those who live, work and play in Houston's Uptown District.
Strategy Objective:Our objective was to inform the public about the opening of Houston's first bus rapid transit line, the METRORapid Silver Line, which offers fast, frequent service and improved connections to and from the city's popular Uptown district.
Situation Challenge: As a result of the COVID-19 pandemic, a traditional ribbon-cutting and press conference was not possible due to safety concerns. However, it was important to show the public that the METRORapid Silver Line — the region's first bus rapid transit project — is a collaborative effort between the Authority, TxDOT, Houston-Galveston Area Council, the city of Houston and Uptown Houston. We also wanted to communicate to viewers that the rail-like service is a clean, efficient and convenient way to travel through Uptown Houston — with buses arriving every 10 minutes and connecting to 17 METRO local bus routes and Park & Rides via the Northwest Transit Center and Westpark Lower Uptown Transit Center.
Results Impact: On YouTube alone, the video received more than 3000 views and nearly 70 positive comments. The opening of the line also received a significant amount of coverage by press and media.
Why Submit: When traditional ribbon-cutting and press conferences are not possible, it's important to continue to communicate with riders and stakeholders with engaging and easy to understand messaging. Videos which can be shared with media outlets and through social media can provide such a platform.