SALT LAKE CITY, UTAH

As the capital of the nation’s fastest-growing state (U.S. Census Bureau, December 2019), Salt Lake City is currently home to more than 1.2 million residents. As the #1 city for millennial home buyers (realtor.com) and the #1 city for young professionals (Forbes), rapid growth has created increased demand for higher-density housing as residents opt for city living. With this influx comes new challenges including responding to both transportation and air quality concerns. After two years of planning, Salt Lake City and UTA launched the city’s first phase of the frequent transit network which provides 15-minute bus service on three high capacity routes. Studio Six was hired to brand and promote this important service that is providing more options and greater equity for residents within the city.

PROJECT SCOPE
Stakeholder Engagement, Service Launch Strategy, Advertising Campaign, Print & Online Advertising, Social Media Video Posts, Maps, Direct Mail, PR, Communication Plan, Service Naming

The targeted online campaign measured more than 1 million views with 1,316,173 digital impressions in just two months.

With a goal to increase awareness of a new network of frequent transit services, Studio Six developed an eye-catching, toe-tapping illustrated campaign which focused on the service enhancements new to the three routes. To optimize awareness with a limited media budget, we strategically used the power of video to create short, effective social media ads. On average, people retain 65% of the information they view via video vs. reading which reports a 10% retention rate. Our Skip the Drive. Love the Ride. campaign relied heavily on video, but it also included a multi-channel media strategy with transit maps, print ads, digital ads, direct mail and Spotify messages.