METRO TV Spot to Increase METRORail Ridership to Houston Dynamo 2018 Home Games.

Target Audience: This entry was designed to target anyone and everyone attending the Houston Dynamo/Dash home games at BBVA Compass Stadium during the 2018 season.

Strategy Objective:METRO promoted the season-long partnership by placing our custom posters, produced in both English and Spanish, on every METRORail station, including select Park & Rides and Transit Centers across the service area. The good news is...we succeeded. Houston Dynamo and Dash supporters knew that they had a FREE ride to the game and all they needed was their valid game ticket to do so - and ride the did! Fans saved time and money by not having to drive to the game, search for parking and pay inflated event parking prices surrounding the stadium ' courtesy of METRO.

Situation Challenge: METRO's Green and Purple Line trains stop directly in front of BBVA Compass Stadium numerous times each hour. METRO's partnership with the Dynamo allowed soccer fans to travel on METRORail FREE to BBVA Compass Stadium on game days, just by presenting their valid game ticket. Our challenge was to get the most exposure for the least amount of money. What better way to reach tens of thousands of people a day than by creating a TV spot to run on local stations and across social media?

Results Impact: METRORail ridership to Houston Dynamo home games increased by 6% from the previous year based on a stadium gate (attendance) increase from 335% to 39%. This partnership continues to provide impressive returns for both METRO and the Dynamo.

Why Submit: This video conveys the METRO "FREE RIDE" in a way that is difficult to ignore. Using the team mascot helps make our message fun and memorable. In marketing, if the viewer doesn't retain your message, then success is nearly impossible to attain. In this case, the viewers got the message loud and clear.