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CASE HISTORY

RTA Media

Client
RTA
Industry
Logistics & Transportation
Services
Out-of-home Print Digital
Chal­lenge

Devel­op a media cam­paign to car­ry the RTA’s tran­sit advo­ca­cy mes­sag­ing. The objec­tive was to raise very low pub­lic aware­ness of the Tran­sit System’s loom­ing fis­cal cri­sis and dri­ve online sub­mis­sions from Chica­go res­i­dents, ask­ing their rep­re­sen­ta­tive in Spring­field to sup­port a bill being intro­duced. There were only 7 weeks before the end of the State’s leg­isla­tive session.

Transit advertisement on a highway billboard
Approach

A strate­gic, cross-plat­form media cam­paign tar­get­ed adults age 35 – 64, reach­ing 90% in the Chica­go DMA. The plan lever­aged tra­di­tion­al and dig­i­tal media to quick­ly build top-of-mind aware­ness and rein­force the need to take action. Mea­sur­able media weights and geo-tar­get­ing strate­gies max­i­mized vis­i­bil­i­ty and mem­o­ry burn with Broad­cast TV, Radio, CTV, Dig­i­tal Out-of-Home, Print and Social media.

Transit advertisement city billboard
Results

Pub­lic aware­ness was sig­nif­i­cant­ly raised. The RTA saw an unprece­dent­ed lev­el of response to the cam­paign, and let­ters sent to legislators.

39 k+

individual users on landing page

16 k+

letters sent to state legislators

43 %+

conversion rate

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