BART to Antioch video to build excitement about new service

Target Audience: The target audience for this entry was potential riders in Eastern Contra Costa , a rapidly developing, car-centric and increasingly congested region that had no mass transit commuting alternative before the 10-mile BART to Antioch extension opened for service in May 2018.

Strategy Objective:The strategy was to use visually stunning cinematic techniques and clean, simple narration to convey how modern, convenient and comfortable the 11-minute ride on the extension is compared to what can be a one-hour drive on the adjacent highway. We also wanted it to be very clear about how to use the system for those too nervous to try transit for the first time. A point of view angle was used to achieve this.

Situation Challenge: One of the challenges in advocating for the extension was that it uses a technology new to BART rather than conventional BART technology. Some members of the community were dissatisfied with the choice of technology so it was our strategy to explain in the video that the project was completed at 60% of the cost of conventional BART while showing that the new trains are modern, airy and provide a variety of amenities with climate control systems and room for wheelchairs and bikes. We also needed to show ease of use to sway this car loving crowd.

Results Impact: The video has been viewed more than 15,000 times and shown countless times on local media. Ridership on the extension has far outpaced projections. The BART to Antioch extension carried its one-millionth rider in October, just five months after its debut. The average weekday ridership was 8,622 in October (the original forecast was 5,600).

Why Submit: This entry successfully showcased BART's newest extension by giving viewers unique perspectives of the new extension through aerial shots, time lapse footage and dramatic natural lighting, presenting the train line in compelling fashion. The state-of-the-art video production values, coupled with easily understood information about the benefits of the new extension.