Trinity Metro, and their agency of record, J.O. Agency, created an integrated campaign to tackle concerns about riding public transportation during the COVID-19 pandemic.
The campaign, called “We Got You!,” featured video and digital advertising with volunteer principals, extras, and staff. The objective was to increase ridership while building customer trust.
Like many other transit systems across the country, Trinity Metro experienced declines in ridership due to the pandemic. From enhanced cleaning to social distancing to implementing a face-mask policy, Trinity Metro implemented safety measures to help reduce the spread of the virus and ensure the safety of both its passengers and employees. The marketing challenge was to reassure prospective riders that using the agency's service was safe.
Video and photoshoots for the campaign included all Trinity Metro service lines: buses and commuter rail lines, The Dash, and ZIPZONE, the agency’s new first-mile/last-mile solution. All rides were free for the first six weeks of the campaign.
Since its inception, the campaign has delivered over 20 million impressions and the combined ridership of buses, Trinity Railway Express, TEXRail, and The Dash has increased 10.6% between May and August.