"Dawn of the Train Age": a Comprehensive Campaign

"Dawn of the Train Age": A Comprehensive Campaign

Category 1G: Best Marketing and Communications Campaign to Increase Ridership or Sales

DAWN OF THE T AIN AGE

new light rail arrives 2.24.17

Get Line details at rtd-denver.com

The R Line campaign and messaging aligned the new service as an integral part of the community providing essential connections to the greater metro area and downtown Denver for business and entertainment purposes. Category 1G: Best Marketing and Communications Campaign to Increase Ridership or Sales

Print ads

DENVER TO AU ORA & BEYOND

10.5 8 4 1,799 miles of new new parking new light rail stations Park-n-Rides spaces

LINE ARRIVES 2.24.17

Get Line details at rtd-denver.com

This variation on the campaign highlights some of the benefits and key facts of the service. Category 1G: Best Marketing and Communications Campaign to Increase Ridership or Sales

Direct mail

new lig ht ra CELEBRATE il s DENVER • AURORAe •rv RTD’s R Line opens February 24, bringing more rail and greater connectionsic than ever before. The new light rail service will run between the existing Nine Mile and Peoria stationse through the THE LINE heart of Aurora and connect all the way down to Lincoln. The R Line will also provide I convenient 10 am S • connections to the University of Colorado A Line and H Line, makingLONE it easier TREE than ever to Hget Eto GRAND OPENING CEREMONY the airport, Denver Tech Center, and to countless destinations across the metropolitan region. R FebRuary 24 E Iliff Station • 10.5 miles of new light rail (22 miles total) • 8 new stations (16 total) • 4 new Park-n-Rides (13 total) PRSRT STD US POSTAGE • 1,799 parking spaces along new segment PAID DENVER, CO • Convenient connections to the E, F, H and +Fun PERMIT NO. 1095 University of Colorado A lines • H Line service extended to serve the new FREE RIDEs Iliﬀ and Florida stations on LINE ALL DAY LINE Peoria AFTER the CEREMONY AURORA Fitzsimons Colfax 13th Ave 2nd Ave • Abilene Aurora Metro Center lorida Iliﬀ Regional Transportation District Nine Mile Dayton 1600 Blake Street Come out for the grand opening on FebruaryBelleview 24th! Denver, Colorado 80202 Orchard rtd-denver.com Arapahoe at Village Center Dry Creek County Line Lincoln LONE TREE

FOR MORE ABOUT THE

VISIT RTD-DENVER.COMLINE

GET READY OR

OR • LONE AIL TREE • AURORA DENVER NEW R LINE OPENS FEBRUARY 24

To promote the first crosstown rail line in the RTD system, an informative and unique direct mail piece was sent to more than 40,000 households along the rail alignment. Response rate was 10.8 percent for redemption of free rides. Category 1G: Best Marketing and Communications Campaign to Increase Ridership or Sales

Transfluxes, interiors and exteriors

RoRa veR•Au •Lone Den TRee CELEBRATE LINE Come out and celebrate the grand opening of the R Line, RTD’s newest rail service to Denver, Aurora, and Lone Tree.

GRand opening celebRation FRiday • febRuaRy 24

Ribbon cutting Join us at the Iliff Station on Blackhawk Street and Iliff Avenue. 10 am – 11 AM

Family fRiendly fun Games, hot chocolate, mascot characters, RTD information, and more at the Iliff and Aurora Metro Center stations. 11 am – 4 pM

FREE FREE RIDES fRee Rides ON THE LINE RIDES 11 am – 9 pM

gRand opening sponsoR: rtd-denver.com

The R Line campaign was designed to increase service awareness utilizing transfluxes, interiors, and exteriors to spread the message of the opening with a yield of more than 16.7 million impressions during a three-week run. Category 1G: Best Marketing and Communications Campaign to Increase Ridership or Sales

Fact sheets

denveR • auroRa • lone tRee

About the R Line FRequency • $2.60 Local one-way fare • 4 am – 5 am, service every 30 minutes – on entire line! • 5 am – 8 pm, service every 15 minutes • 8 new light rail stations • 8 pm – 1 am, service every 30 minutes – 16 total • 4 new Park-n-Rides New connections • 1,799 new parking spaces • 10.5 miles of new light rail, connecting along the new segment Nine Mile Station to Peoria Station • 15 minute service most of the day • 8 new light rail stations – 30 minutes in non-peak hours • H Line service is extended to Florida Station • 55 minute travel time – from Peoria to Lincoln Light rail vehicles Fares • Max speed: 55 MPH • All trips on the R Line are a local fare $2.60 • Max capacity: 155 passengers (64 seated, 91 standing) • If your trip involves a transfer to another rail line, • Boarding: Ramp available at the ﬁ rst set of doors fares could be regional ($4.50) or airport ($9.00) and stairs at all other entrances to the vehicle depending upon your destination • Bikes: Two bikes allowed per bike zone, • Discount fares apply for those who are eligible located at both ends of a train car

A detailed fact sheet provided necessary information for customers which helped alleviate confusion and ensure understanding of the new rail line. The fact sheet was also available in a downloadable format online. Category 1G: Best Marketing and Communications Campaign to Increase Ridership or Sales

Fact sheets

Peoria Fitzsimons Colfax 13th Ave 2nd Ave • AbileneAurora Metro loridaCenter Iliﬀ Nine Mile Dayton Belleview Orchard Arapahoe at VillageDry Creek CenterCounty Line Lincoln AURORA LONE TREE

R Line station information

Station Cross Streets Address Parking Amenities Connections

10 bike lockers, University of Colorado Peoria 33rd & Newark 11501 E 33rd Ave 10 bike racks A Line, 37, 45, 121, 153 Fitzsimons Parkway Fitzsimons Shuttle Fitzsimons 2550 N Fitzsimons Pkwy — 5 bike racks & Peoria Street (operated by CU)

Colfax I-225 & Colfax 13800 E Colfax — 12 bike racks 15, 15L

3 bike lockers, 13th Ave 13th Ave & Sable 14110 E 13th Ave — 5 bike racks

2nd � Abilene 2nd Ave & Abilene 14051 E Ellsworth Ave 242 4 bike racks

3, 3L, 6, 11, 15L, 21, Aurora Metro Center Sable Blvd & Centrepoint 14555 Centrepoint Dr 145 4 bike racks 130, 133, 153, 157

lorida Florida St & Abilene 1490 S Abilene St — 4 bike racks H Line, 11

Iliﬀ Iliﬀ Ave & Blackhawk 13905 E Wesley Ave 8 bike racks H Line, 21, 131

16 bike racks, H Line, 35, 83, 121, 130, 131, 133, Nine Mile I-225 & Parker 3179 South Parker Rd 28 bike lockers 135, 139, 483, AT 16 bike racks, Dayton 1-225 & Yosemite 4151 S Dallas St H Line 8 bike lockers 12 bike racks, Belleview I-25 & Belleview 4855 S Quebec St 59 E, F Lines, 46, 73 12 bike lockers

Orchard I-25 & E Orchard 5652 Greenwood Plaza Blvd 48 6 bike racks E, F Lines

Arapahoe at 22 bike racks, Caley & Yosemite 8800 E Caley Ave 817 E, F Lines, 66, AT Village Center 10 bike lockers

Dry Creek I-25 & Dry Creek 9450 E Dry Creek Rd 6 bike racks E, F Lines

I-25 & County Line at 8 bike racks, County Line 8340 South Valley Hwy E, F Lines, 402L Park Meadows Mall 16 bike lockers 8 bike racks, Lincoln I-25 & Lincoln 10203 Station Way 1734 E, F Lines, 403, 483 16 bike lockers * All Park-n-Ride facilities are free for the ﬁ rst 24 hours, with the exception of Iliﬀ Station, which is managed by the City of Aurora.

Billboards

LINE DENVER • AURORA • LONE TREE

ARRives 2.24.17

DENVER AURORA LINE LONE TREE ARRives 2.24.17

aRRives LINE 2.24.17 DENVER • AURORA • LONE TREE

Campaign and advertising messaging supported the new service as a member of the community providing vital connections to the greater metro area. Category 1G: Best Marketing and Communications Campaign to Increase Ridership or Sales

Train wraps

The train wraps successfully spread the message of the R Line opening across the metro area and resulted in 1,099,192 impressions for a three-week run. Category 1G: Best Marketing and Communications Campaign to Increase Ridership or Sales

Digital ads

Leveraging digital ads expanded reach to thousands of metro area residents and commuters effectively raising awareness about the rail line. A mix of digital ads including web banners, mobile banners, pushdown and other digital ads received more than 2.8 million impressions during a four-week run. Category 1G: Best Marketing and Communications Campaign to Increase Ridership or Sales

Informational literature and giveaways

R Line frequency, connections, maps, timetables, parking were some of the value-added materials that ensured our message would be reached by intended audiences. Category 1G: Best Marketing and Communications Campaign to Increase Ridership or Sales

RTD website

The R Line microsite received more than 103,000 page views over a period of five weeks. The fully interactive microsite included trip planning tools, a fare calculator, maps, service change information, grand opening details to create awareness about the new service. The site received 188,529 views as of November. Category 1G: Best Marketing and Communications Campaign to Increase Ridership or Sales

Grand opening celebration

The culmination of our campaign was a celebration and free ride day, when thousands of riders came out to see and experience the new service for themselves.