JTA Vision video

Target Audience: The Jacksonville Transportation Authority (JTA) created the "Vision" video to keep its target audience, the community and other stakeholders, abreast of what the JTA is doing to take transportation to the next level in Jacksonville and Northeast Florida.

Strategy Objective:JTA's strategy was to create an appealing video that was visually stimulating by taking stakeholders on a journey from where the JTA started in transit decades ago to where it is today. The video was also designed to give viewers a glimpse into the future by showcasing the JTA's technology progression from fixed route buses to bus rapid transit, autonomous vehicles and alternative service delivery initiatives that are underway.

Situation Challenge: The video was important and necessary to enable the Authority to showcase its vision, progress and leadership in order to garner support and funding for JTA programs and initiatives. The video captured the excitement of developing a new mobility paradigm that will include first-and-last mile ride services, rides on demand, alternative vehicle delivery, walking and cycling paths, safe streets and, maybe one day, driverless vehicles. The vision video also underscored that the JTA is focusing like a laser on ways to enhance service while keeping costs down and completing multi-million dollar capital improvement projects for roads and corridors.

Results Impact: The JTA received positive feedback from stakeholders about the video who lauded the professionalism and creative way the video was created/produced. The JTA's vision clearly came through and illustrated that the Authority won't stop until the people of Jacksonville and Northeast Florida have the transportation system they need and deserve.

Why Submit: The JTA's Vision video is worthy of the AdWheel's highest award because it portrays transportation in a modern, fresh,exciting way. Gone are the days of our grandparent's one-size-fits-all bus service that was used to go to and from jobs relatively close to home. Riders in the 21st century want transportation systems that offer a variety of options that enhance mobility and connectivity throughout the region. The Vision video showed that the JTA is on the forefront of this paradigm shift and did exactly what it was designed to do: create an atmosphere of excitement about what the agency is doing now to prepare for transportation in the future.