Encouraging Commuters to Consider Alternate Travel Choices
Integrated CampaignBoston is known for having the fourth-worst traffic in the nation/eighth-worst in the world (source: INRIX). So, GYK and the MBTA Commuter Rail wanted to help relieve the traffic torment and delay dismay by reminding residents around Massachusetts that the solution is easy: Just Take the Train.
And it seems to be working... with our campaign driving:
13 million impressions.
16% increase in ridership.
154% increase in web traffic.
40% increase in sales for the Weekend Pass.
The fully integrated campaign encourages daily commuters and leisure travelers alike to steer clear of driving stress, by using relatable moments and facts to reinforce Keolis’ offerings.
Accessibility: twelve routes, one-hundred-thirty-seven stops, seven days-a-week and value: cheaper parking at stations, $10 weekends, Flex Pass and kids 11-and-under riding for free.
TRACKed
An year-end campaign that turned millions of miles of ridership data into an animated story about traffic avoided and CO₂ emissions saved.
A social-first how-to video hosted by Boston train enthusiast and Love on the Spectrum star Pari, walked viewers through everything from buying tickets to navigating stations, helping shift perceptions from confusing to approachable and generating 38M impressions.
