GTA Buzz Commercial

Target Audience: This commercial was created targeting the general market which included GTA riders and the many other citizens who were not regularly exposed to public transportation.

Strategy Objective:We created a 30-second spot to highlight what was right with our service. The images depicted current services provided to a diverse and increasingly mobile community provided by hardworking mechanics and friendly operators. The commercial also highlighted some of our newest vehicles and bus shelters. To link our current success with our bright future, we spotlighted exciting items on the horizon including our Mobility Greensboro 2040 master plan and the imminent arrival of Greensboro's (and North Carolina's) first battery-electric buses in municipal service. The ad ran on local broadcast television along with our City television channel. We also posted on our websites as well as social media outlets. After completion, we assembled outtakes into a 2nd spot to rotate with the original.

Situation Challenge: GTA was facing a challenging time due to negative coverage of service shortages and issues with the procurement of a operations contractor. Despite these challenges as well as ongoing financial needs, GTA had some exciting news to share about what we were doing to prepare for the future of transit in Greensboro even in the midst of challenges. We needed to publicize the good GTA was doing right now and what was to come in the imminent future.

Results Impact: The final cut of the commercial aired on local broadcast television and web & social media vehicles. We believe it helped increase recognition of transit needs in the community as we witnessed a rise in advocacy in the community. Specifically, more citizens were contacting our Board and the City Council requesting additional support for public transportation. The study is now complete and the Board has moved to implement some of the findings supported by the community.

Why Submit: This spot is AdWheel worthy because it showcased the best of what GTA has to offer in a concise message produced in house by the Marketing Manager and filmed/edited by our Transit Planning Apprentice. It used new techniques (for us) such as drone photography and other cinematic effects that came together with clarity and effectiveness.