MIAMI-DADE
PUBLIC TRANSIT
About the Campaign:
In an effort to increase ridership, expand local education, and transform the conversation surrounding local transit, we were recruited by Miami-Dade Public Transportation alongside The New Tropic to research local demographic patterns and shift the Miami narrative.
THE STRATEGY:
Combining in-depth research led by The New Tropic and Whereby.Us with a vibrant storytelling and events campaign, we started first by re-educating locals about the many improvements and resources created by Miami-Dade Transit to improve the ridership experience and rider-ride relationship. A series of creative videos, new in-car/bus designs surrounding positivity, interactive art contests, and pop-up events were the leading tools we used to boost morale around riding public transportation in Miami.
TOP HIGHLIGHTS:
- Transit Loves the Arts - a bus wrap competition that saw over 500 entrees and gave 20 local artists the chance for their work to use buses as their canvas for all the city to admire.
- Miami's Never Moved Like This - a positivity-inspired video and editorial campaign seeking to educate riders on the Transit Tracker App, new developments and improvements, and more.
- Sounds from the Underground - a pop-up event with a secret location only divulged day-of and through the Transit Tracker App, urging attendees to download and interact with the new interface.
- Metro Mondays - A weekly pop-up coffee shop with a local coffee roaster handing out free coffee to riders at different Metro Rail stops.
- Music - We partnered with the 21st-century orchestra, Nu Deco, to re-compose the "oncoming train" jingle at the Government Center Metro Rail Station, the city's highest trafficked stop.
THE STRATEGY:
Combining in-depth research led by The New Tropic and Whereby.Us with a vibrant storytelling and events campaign, we started first by re-educating locals about the many improvements and resources created by Miami-Dade Transit to improve the ridership experience and rider-ride relationship. A series of creative videos, new in-car/bus designs surrounding positivity, interactive art contests, and pop-up events were the leading tools we used to boost morale around riding public transportation in Miami.
TOP HIGHLIGHTS:
- Transit Loves the Arts - a bus wrap competition that saw over 500 entrees and gave 20 local artists the chance for their work to use buses as their canvas for all the city to admire.
- Miami's Never Moved Like This - a positivity-inspired video and editorial campaign seeking to educate riders on the Transit Tracker App, new developments and improvements, and more.
- Sounds from the Underground - a pop-up event with a secret location only divulged day-of and through the Transit Tracker App, urging attendees to download and interact with the new interface.
- Metro Mondays - A weekly pop-up coffee shop with a local coffee roaster handing out free coffee to riders at different Metro Rail stops.
- Music - We partnered with the 21st-century orchestra, Nu Deco, to re-compose the "oncoming train" jingle at the Government Center Metro Rail Station, the city's highest trafficked stop.
CONSULTING
PARTNERSHIPS
PROJECT MANAGEMENT
STRATEGY
EVENT CONCEPTS
PRODUCTION
MARKETING
STORYTELLING
PARTNERSHIPS
PROJECT MANAGEMENT
STRATEGY
EVENT CONCEPTS
PRODUCTION
MARKETING
STORYTELLING
16
POP-UP EVENTS
1
CITY-WIDE ARTS COMPETITION
15+
LOCAL PARTNERSHIPS
2,000+
APP DOWNLOADS
25+
NEW PIECES OF DIGITAL CONTENT
A STRONGER BOND FOR TRANSIT