New Bus Service to Ontario International Airport (print)

Target Audience: The target audiences included: 1) General Public in Omnitrans service area; 2) Employees at Ontario International Airport; 3) Visitors/Hotel Guests utilizing Ontario International Airport

Strategy Objective:Objective: Generate awareness and use of our new 15-minute bus service to Ontario International Airport (ONT) through print advertising aimed at air travelers (as part of a multi-media campaign). Print elements included newspaper and magazine ads, bus and bus shelter ads, and billboards at and near the airport. Two basic designs were used: one using the familiar airport terminal building in the background; another using an attention-getting "jet-bus" image. Advertising was initiated at service launch but refreshed and reintroduced to coincide with busy travel periods (holidays and summer vacation). We also created customized print brochures with a free ride coupon for two target groups: 1) ONT employees and 2) visitors to airport-area hotels and the Ontario convention center.

Situation Challenge: In late 2016, the Ontario International Airport Authority (OIAA) took control of Ontario International Airport (ONT) from Los Angeles World Airports. OIAA wanted to improve the public transit access to ONT; for over a decade, we did not have a stop at the terminals. In 2016 we could only add hourly service to ONT due to budget constraints. In 2017-18, funds were allocated to provide direct daily service to ONT every 15 minutes by extending our Route 61 to airport terminals. We knew that only high frequency service would get air travelers to consider a transit option. The enhanced service was launched in Sept. 2017. To drive ridership, we had to make the air-traveling public aware of the new connection and promote this convenient 15-minute service to airport employers and area hotels.

Results Impact: Passenger activity at airport bus stops has more than doubled since launching 15-minute service in Sept. 2017. Monthly boardings + alightings were 1,105 in August 2017 when only hourly service was available. This jumped to 2,307 in Oct. 2017, immediately following the launch ad campaign, a 109% increase. Since then, monthly activity has averaged 2,251 (+104%). The peak month was May 2018 at 3,339, which followed brochure distributions to ONT employees and area hotels. After a year, ridership continues to grow. Activity for Oct. 2018 totaled 2,831, up 23% from Oct. 2017. By providing and promoting quality transit service to ONT, we have built partnerships with management at ONT,the Ontario convention center and airport-area hotels, all of whom can help promote Omnitrans service.

Why Submit: Print elements of the OMNI to ONT (New Bus Service to Ontario International Airport) campaign effectively delivered key messaging to build awareness of the new service and generate ridership. Using the photo of a bus at the easily recognizable terminal building depicted our new direct connection to the airport. This image was used for magazine ads and brochures. The jet bus image was a great attention-getter, and especially effective for quick read elements such as billboards and exterior bus ads. Text focused on the convenient 15 minute service frequency. Brochures developed for employees and hotel guests provided more details on service features and provided a free ride opportunity. Collectively these ads helped to double ridership to/from the airport.