As the price of gas soared throughout the country with prices averaging $5/gallon, Coloradan’s enjoyed free commutes during the month of August 2022. To help residents save money and protect air quality, the Colorado Energy office funded free rides on transit throughout the state. Through the Ozone Season Free Transit Grant Program created in Colorado Senate Bill 22-180, this initiative was designed to reduce ground-level ozone by increasing the use of public transit across the state. This large-scale program was the first statewide, month-long free fare campaign to be implemented in the U.S.; the results are in and the ridership is up!
ZERO FARE.
FREE RIDES
IN COLORADO
THROUGHOUT
AUGUST
Studio Six was hired to develop the marketing campaign and toolkit to be used by rural transit agencies around the state to promote the free fare campaign during the month of August. Studio Six, in collaboration with CASTA, developed a marketing strategy that would assist rural agencies with campaign promotion. A robust set of tools—ranging from brochures, social media, radio, posters, banners etc.—were developed to be turn-key and easily implemented by transit agency staff. Designed to amplify the illustrative RTD campaign, we designed a co-branded campaign to ensure consistency throughout the state.
PROJECT SCOPE
Marketing strategy, media buying, radio, paid social media, print, banners, promotional items
RIDERSHIP NUMBERS ARE IN AND UP
for every system that participated in the initiative
56
Archuleta County
10
Bent County
28
Bent County GATS
39
City of Fountain
36
Durango Transit
38
Greeley (GET)
9
La Junta Transit
48
Mountain Metro
17
Northeastern Colorado Association of Local Governments
59
Pueblo
23
Prowers Area Transit
2.8
San Miguel Authority for Regional Transportation
2
South Central Council of Governments
40
Southern Colorado Community Action Agency/ RoadRunner Transit
YOY ridership increase
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