Lost Art Communications Introduces "The Breeze" - Hilton Head Island's First Public Trolley Service

Target Audience: As Hilton Head Island, SC's first and only public trolley service, the target audiences for the introduction of The Breeze were primarily two-fold: Hilton Head Island residents as well as visitors and vacationing families. Please see complete overview of the Campaign here: https://www.dropbox.com/s/vk1gozabck6mlmp/The%20Breeze%20Marketing%20Report%20for%20AdWheel.pdf?dl=0 (file too large to upload).

Strategy Objective:Because marketing funds were limited and the service commenced midway through the Island's high season, the primary objective was educating Island residents and visitors about the new service, its route and schedule, the fares, and the key destinations along the route (primarily locally owned shops and restaurants, Island activities, and the various arts and entertainment opportunities). Significant emphasis was placed on building community support for the service, earning local media coverage for the launch event, partnering with the local Chamber of Commerce, and leveraging social media and traditional word of mouth. All of this needed to be accomplished on top of a strong and easily recognizable brand reflecting the Island's unique reputation as "America's Favorite Island Resort."

Situation Challenge: There were multiple challenges to this campaign. The timeline was greatly condensed given the need to launch the new service in the middle of the summer, the Island's busiest vacation period. The timeline was originally intended to be 120 days, but the naming, branding, and marketing of the system needed to be accomplished in approximately 80 days. Also, because the community had been eagerly awaiting the new service to alleviate congestion during the Island's busiest season, there was increased pressure to develop a brand that would reflect the Island's unique environment and produce a successful marketing campaign. Additionally, the delivery of the new trolleys was delayed as the manufacturer awaited parts, requiring multiple adjustments to the photography and video schedule.

Results Impact: The branding of "The Breeze" was well received by the community, primarily because it is easily remembered, adds to the appeal of the new service, and reflects the Island's unique identity as a favorite vacation destination for families. Community support for the new service was unanimous, which was absolutely critical in its first season. Local media coverage was extensive for the launch the service on July 16, 2018. Ridership of the new service topped 5,500 (mid-July through the end of the season in early October), exceeding the planning estimates for the service. Social media following on Facebook, Instagram and Twitter also exceeded expectations and has set the stage for continued success heading into the service's first full season of operation in the spring of 2019.

Why Submit: This campaign was so well received by the community, despite the challenges of limited budget, condensed timeline, and schedule fluctuation due to delayed delivery of the trolley vehicles. This campaign also had to have immediate appeal to a wide variety of target audiences, including local residents, elected officials and other stakeholders, local business owners and vacation rental companies, and of course, Island visitors and vacationing families. Another unique aspect was that this high-profile campaign was the first comprehensive marketing campaign ever conducted by the Lowcountry Regional Transportation Authority, owners and operators of The Breeze as well as the existing Palmetto Breeze Transit service.