Encouraging Commuters to Consider Alternate Travel Choices

Integrated Campaign

Boston 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.