APTA 2016 Adwheel Awards
Category 1: Best Marketing and Communications to Increase Ridership Evergreen Means Go Contents
Online Application 1
Print Campaign 3
Customer Information Brochure 3
Direct Mail Invite 5
Across System Invite 6
Newspaper Ads 7
Compass Card 8
Transit Environment 9
Station Window Decal 9
Platform Posters 10
SkyTrain Decals 11
Interior Vehicle Cards 12
Floor Decals 12
Out of Home Advertising 13
Bus Backs 13
Bus Sides 14
Digital Campaign 15
Animated Ads 15
Facebook Ads 16
Twitter Ads 17
Video 18
PAGE ii Online Application
APTA 2016 Adwheel Awards Category 1: Best Marketing and Communications to Increase Ridership Evergreen Means Go
1. Target Primary Target is the directly impacted communities within the North East Sector including the cities of Coquitlam, Port Coquitlam, Port Moody, Burnaby and Maple Ridge. The secondary target is Metro Vancouver as a whole.
2. Situation/Challenge After seven years of limited transit investment, TransLink is taking over the operation of an 11 km and six station expansion of the Millennium Line. The Evergreen Extension provides customers a fast and convenient way to access the Northeast sector as well as more frequent connections to Metro Vancouver. People who live, work and play in the Northeast sector will have a new transportation option. This significant infrastructure investment warranted celebration for the impacted communities and for Metro Vancouver as a whole. Due to operational realities, the day and time of opening were not determined until three weeks prior to opening day. The challenge was to create a campaign that was simple and flexible that could be executed across a variety of channels as well as garner excitement and awareness of both new and existing transit customers.
3. Objective The aim for this campaign was primarily to generate awareness of and excitement for, the opening of the Evergreen Extension as well as to facilitate and maintain a positive TransLink brand presence. We wanted a simple and memorable creative platform that could be used across a variety of mediums to reach both the local communities and the Metro Vancouver Region as a whole. The tone needed to be positive and celebratory to get riders and the Region excited about this important expansion and to inform them when they could begin riding the expansion. It also needed to be flexible and benefits driven and translated for our multicultural constituents. The ultimate goal was to maximize the number of people exposed to the message that the Evergreen Extension was opening on December 2 and that it was being operated by TransLink.
PAGE 1 Online Application
4. Results
Publication Impressions
Commuters 4,775,154
Community Newspapers 823,299
Ethnic Papers 498,000
Radio 16,994,636
Out of Home 20,322,608
Digital Add buy (Including, Twitter, Google, 12,77927 Facebook, local blogs, local media)
Pamphlets 150,000
Invites 75,000
*Based on the projections from the ads buys and materials distributed
5. Why should this entry win an APTA Ad Wheel Award? The Evergreen Means Go Campaign is simple and clever. The flexibility of the creative platform allowed us to create a number of executions to depict the many benefits that rapid transit brings. With a headline- driven campaign we were able to communicate with the specific communities that we are expanding into and the entire region that the Evergreen Extension is a celebration of moving forward.
Moving forward more easily in your day Moving forward as a region Moving forward as a transportation network
This campaign illustrates that clear, simple messages can be very effective for building excitement around a transit improvement. Particularly within the transit mediums, clean and clear can often have the greatest impact in reaching ridership targets.
PAGE 2 Print Campaign
Six new stations coming to Six new stations coming to a neighbourhood near you. a neighbourhood near you.
• Nearby bus stops located • Nearby bus stops located on Pinetree Way on Pinetree Way • Dedicated HandyDART area • Dedicated HandyDART area • Bike lockers and bike racks • Bike lockers and bike racks
• Nearby bus stops • Nearby bus stops Lafarge Lake– located on Pinetree Way Lafarge Lake– located on Pinetree Way Douglas • Dedicated HandyDART area Douglas • Dedicated HandyDART area • Bike lockers and bike racks • Bike lockers and bike racks Lincoln Lincoln
Coquitlam Central Coquitlam Central
• Bus exchange • Bus exchange • ,+ Park and Ride stalls • ,+ Park and Ride stalls • Connects to West Coast Express • Connects to West Coast Express • Dedicated HandyDART area • Dedicated HandyDART area • Bike lockers and bike racks • Bike lockers and bike racks
Inlet Centre Inlet Centre
• Nearby bus stops on Ioco Road • Nearby bus stops on Ioco Road and Barnet Highway and Barnet Highway • Dedicated HandyDART area • Dedicated HandyDART area • Bike lockers and bike racks • Bike lockers and bike racks Moody Centre Moody Centre
• Bus exchange • Bus exchange • + Park and Ride stalls • + Park and Ride stalls • Connects to West Coast Express • Connects to West Coast Express • Dedicated HandyDART area • Dedicated HandyDART area • Bike lockers and bike racks • Bike lockers and bike racks
• Bus exchange • Bus exchange • Passenger pickup and • Passenger pickup and drop-off area drop-off area • Dedicated HandyDART area • Dedicated HandyDART area min • Bike lockers and bike racks min • Bike lockers and bike racks min min
min Burquitlam min Burquitlam min min min min min min Lougheed Lougheed Town Centre Town Centre
• Bus exchange • Bus exchange • Connects to the Expo Line • Connects to the Expo Line • Passenger pickup and drop-off area • Passenger pickup and drop-off area • Dedicated HandyDART area • Dedicated HandyDART area • Bike lockers & bike racks • Bike lockers & bike racks
Customer Information Brochure
PAGE 3 SkyTrain Pattern Changes Campaign in market beginning September th
You will start to see information about these pattern changes around the region in the coming days as we roll-out our marketing, communications and waynding campaigns to support our customers.
Here is a preview of the marketing material.
• Bike lockers & bike racks bike & lockers Bike •
• Dedicated HandyDART area HandyDART Dedicated •
• Passenger pickup and drop-off area drop-off and pickup Passenger •
• Connects to the Expo Line Expo the to Connects •
• Bus exchange Bus •
Town Centre Town
min
min
Lougheed Lougheed
min
min
Burquitlam min
min • Bike lockers and bike racks bike and lockers Bike •
• Dedicated HandyDART area HandyDART Dedicated • Print Campaign drop-off area drop-off
Platform poster Platform digital LCD screen Vehicle Interior Cards and pickup Passenger •
• Bus exchange Bus •
• Bike lockers and bike racks bike and lockers Bike •
• Dedicated HandyDART area HandyDART Dedicated •
• Connects to West Coast Express Coast West to Connects •
• + Park and Ride stalls Ride and Park + •
• Bus exchange Bus •
Moody Centre Moody
• Bike lockers and bike racks bike and lockers Bike •
• Dedicated HandyDART area HandyDART Dedicated •
and Barnet Highway Barnet and
• Nearby bus stops on Ioco Road Ioco on stops bus Nearby •
Inlet Centre Inlet
• Bike lockers and bike racks bike and lockers Bike •
• Dedicated HandyDART area HandyDART Dedicated •
E Coast West to Connects •
• ,
+ Park and Ride stalls Ride and Park +
xpress
• Bus exchange Bus •
Coquitlam Central Coquitlam
Lincoln
Douglas
• Bike lockers and bike racks bike and lockers Bike • Lafarge Lake– Lafarge
• Dedicated HandyDART area HandyDART Dedicated •
located on Pinetree Way Pinetree on located
• Nearby bus stops stops bus Nearby •
• Bike lockers and bike racks bike and lockers Bike •
• Dedicated HandyDART area HandyDART Dedicated •
on Pinetree Way Pinetree on
• Nearby bus stops located located stops bus Nearby •
a neighbourhood near you. near neighbourhood a Six new stations coming to to coming stations new Six
Customer Information Brochure “Before and aer” maps BCRTC Front line and TransLink outreach of pattern change teams
Changes are coming to the SkyTrain network starting October 22
Know before you go at translink.ca/skytrainchanges
Digital ads Newspaper ads translink.ca - video
Customer Information Brochure
Know before you go at translink.ca/skytrainchanges
PAGE 4 Print Campaign
Lafarge Lake–Douglas Lincoln
Moody Inlet Coquitlam Centre Centre Central
Burquitlam
Lougheed Town Centre
Direct Mail Invite
PAGE 5 SkyTrain Pattern Changes Campaign in market beginning September th
You will start to see information about these pattern changes around the region in the coming days as we roll-out our marketing, communications and waynding campaigns to support our customers. Here is a preview of the marketing material.
Platform poster Platform digital LCD screen Vehicle Interior Cards Print Campaign
Customer Information Brochure “Before and aer” maps BCRTC Front line and TransLink outreach of pattern change teams
Changes are coming to the SkyTrain network starting October 22
Know before you go at translink.ca/skytrainchanges
Digital ads Newspaper ads translink.ca - video
Across System Invite
Know before you go at translink.ca/skytrainchanges
PAGE 6 Print Campaign
Lafarge Lake–Douglas
min min min Lincoln min min Moody Inlet Coquitlam Central Centre Centre
min Burquitlam Six new stations coming to a neighbourhood near you.
Lougheed Town Centre
Lafarge Lake–Douglas
min min min Lincoln min min Moody Inlet Coquitlam Central Centre Centre
min Burquitlam Six new stations coming to a neighbourhood near you.
Lougheed Town Centre
Newspaper Ads
PAGE 7 Print Campaign
Compass Card
PAGE 8 Transit Environment
Station Window Decal
PAGE 9 Transit Environment
Platform Posters
PAGE 10 Transit Environment
SkyTrain Decals
PAGE 11 Transit Environment
Interior Vehicle Cards
Floor Decals
PAGE 12 Out of Home Advertising
Bus Backs
PAGE 13 Out of Home Advertising
The Evergreen Extension opens December 2016, Evergreen connecting you to means G outdoor adventure. Learn more at translink.ca/evergreen
October 17, 2016 70” x 21” TransLink CMYK Vinyl Seventies Meta Pro TRL16-013 [email protected] TRL16-013_Evergreen_Vinyl_Seventies
C M Y K PMS# PMS# PMS# PMS# Bus Sides
PAGE 14 Digital Campaign
Animated Ads
PAGE 15 Digital Campaign
Facebook Ads
PAGE 16 Digital Campaign
Twitter Ads
PAGE 17 Digital Campaign
Video
PAGE 18 Thank You!
translink.ca