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"Dawn of the Train Age": a Comprehensive Campaign

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"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 IncreaseDirect mailRidership or Sales t rail service ligh IS HE new RE DENVER • AURORA • LONE TREE RTD’s R Line opens February 24, bringing more rail and greater connections than ever before. The new light rail service will run between the existing Nine Mile and Peoria stations through the heart of Aurora and connect all the way down to Lincoln. The R Line will also provide convenient connections to the University of Colorado A Line and H Line, making it easier than ever to get to the airport, Denver Tech Center, and to countless destinations across the metropolitan region. • 10.5 miles of new light rail (22 miles total) • Convenient connections to the E, F, H and • 8 new stations (16 total) University of Colorado A lines • 4 new Park-n-Rides (13 total) • H Line service extended to serve the new • 1,799 parking spaces along new segment Iliff and Florida stations CELEBRATE• 10 am THE LINE PRSRT STD Peoria Fitzsimons Colfax 13th Ave 2nd Ave • AbileneAurora Metrolorida Center Iliff Nine Mile Dayton Belleview Orchard Arapahoe at VillageDry Creek CenterCounty Line Lincoln GRANDFebRuary OPENINGIliff Station 24 CEREMONY US POSTAGEPAID DENVER, CO AURORA LONE TREE PERMIT NO. 1095 Come out for the grand opening on February 24th! LINE +Fun FOR MORE ABOUT THE FREE RIDEs LINE on LINE ALL DAY AFTER the CEREMONY VISIT RTD-DENVER.COM Regional Transportation District 1600 Blake Street Denver, Colorado 80202 rtd-denver.com GET READY OR • LONE TREE OR• AURORA AIL 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 550 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 262 — 5 bike racks 2nd � Abilene 2nd Ave & Abilene 14051 E Ellsworth Ave 242 4 bike racks 6 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 600* 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 1225 28 bike lockers 135, 139, 483, AT 16 bike racks, Dayton 1-225 & Yosemite 4151 S Dallas St 250 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 235 6 bike racks E, F Lines I-25 & County Line at 8 bike racks, County Line 8340 South Valley Hwy 388 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. 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 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..
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