Niagara Frontier Transportation Authority Back 2 Basics Electronic Media

Target Audience: The two-county system Metro serves is very wide, very diverse population. Young, old, urban, suburban, from various ethnic backgrounds and levels of English proficiency, Metro's audience makes it difficult to tailor a message.

Strategy Objective:To convey its basic message, Metro chose a basic communication method: rhythm and rhyme. The message is easy to hear and remember, even with limited English proficiency. While based on a hip-hop formula, the performance sticks to the kind of beats that form the foundation of any musical genre. The message itself reminds the population that Metro is inexpensive and covers destination across the 2,400 sq. mile service area. The trick? A transit company putting out a legitimate rap. To avoid being phony or cloying, Metro reached out to musicians and performers in the community, insuring an authentic production.

Situation Challenge: Metro wanted to reach its varied audience with a very simple message: You can get anywhere in Buffalo-Niagara Falls for $2.

Results Impact: The public immediately accepted the advertisement. It received praise from the local country music disk jockeys, despite the hip-hop style. It generated local news stories. It also created a big stir on social media, multiplying Metro's usual reach by four. The ad served to freshen Metro's image, helping the bus and rail company look up-to-date and more reflective the general community. The unexpected result was appreciation from employees. Operators, mechanics, and office staff form across the Authority expressed their pride, and their thankfulness. Metro Bus and Rail is utilitarian, but the people make work are not. They are fun, tuned-in and happy now that it shows a little.

Why Submit: Let's face facts, it is not easy for transit to look good. Metro pulled it off.