Capital Metro "Real Riders" Campaign to Increase MetroRapid Ridership

Target Audience: Who was the target audience for this entry? There were three target audiences for Capital Metro's MetroRapid "Real Riders" campaign: 1) Commuters, ages 25-44, working in health care, administrative, tech, construction, education and service industries within 0.5 miles of a MetroRapid stop and 15 miles of a Park and Ride; 2) College students, ages 18-24 within 0.5 miles from a stop; and 3) High school students, ages 15-17, living with their parents within 0.5 miles of a stop and 15 miles of a Park and Ride.

Strategy Objective:The strategy for this campaign included focusing on the unique ridership benefits of MetroRapid, targeting areas around stations, using CapMetro assets to stretch advertising dollars and leveraging previous campaign investments. Since MetroRapid commuters are as diverse as its benefits, Capital Metro paired real riders with unique benefits that occasional and non-riders alike could identify with, compelling them to join us on the bus! The Real Riders campaign celebrated everything special about life in Austin ' especially facilitated by MetroRapid! Campaign creative featured existing rider photography and focused on the rider benefits of convenience, frequency, affordability, late-night options and safety.

Situation Challenge: Historically, from 2015-2016 and into 2017, MetroRapid ridership had remained relatively flat. After lowering fares in January of 2017 and adding improved frequency in August, Capital Metro marketing was tasked with raising ridership month to month over a span of three months through the development/implementation of a new MetroRapid campaign.

Results Impact: MetroRapid ridership increased by 38% (+1 million more riders over 2016) immediately after completion of the campaign. As of mid-year this year, ridership remains 26% higher than in 2017.

Why Submit: The "Real Riders" campaign was a benefits-driven concept that removed perceived barriers to riding MetroRapid. The campaign was authentic and relatable, leveraging real rider photography used in Capital Metro's previous "Austin Collective" PR campaign. Campaign creative was irreverent, fun and approachable with simple and direct messaging that clearly communicated the many unique benefits of riding MetroRapid in Austin.