Management & Operations

Texas' DCTA launches new marketing campaign

Posted on January 15, 2014

Texas’ Denton County Transportation Authority (DCTA) launched a year-long marketing campaign, positioning itself as an alternative for transportation during the construction along the I-35E corridor, which began in October 2013 and is ramping up this month.

The agency is looking to increase A-train ridership by encouraging current and potential passengers to ride its commuter rail to avoid heavy traffic on I-35E for a hassle-free commute.

The new campaign promotes relaxation and avoidance of traffic commuters can enjoy on the A-train with headlines such as “Get on Board the No Hassle Commute” and “Construction Slowing You Down? Ride the A-train.”

"We are excited to launch our new year-long A-train marketing campaign,” said Jim Cline, president of DCTA. “DCTA is a leader in advancing public transportation alternatives, and with the upcoming I-35E construction, we wanted to inform commuters that the A-train is a viable option to help them avoid traffic and enjoy a hassle-free commute while traveling along the I-35E corridor.”

Major goals of DCTA’s new marketing campaign are to provide hassle-free alternative transportation during the expansion of I-35E, help increase A-train ridership by 10% over FY13, and to generate awareness of the campaign utilizing traditional and social media.

The fully-integrated marketing campaign includes billboards along the I-35E corridor, print advertisements, social media marketing and gas station media.

DCTA launched the A-train on June 18, 2011. In late September 2013, the agency celebrated exceeding one million passengers on the A-train. Since the launch of the A-train, ridership has continued to grow with 510,738 passengers riding the A-train in FY13.

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