Niagara Frontier Transportation Authority Back 2 Basics Campaign to Increase Ridership

Target Audience: The two-county system Metro serves is very wide, very diverse population. Young, old, urban, suburban, from various ethnic backgrounds and levels of English proficiency, Metro's audience makes it difficult to tailor a message.

Strategy Objective:Metro chose a hip-hop theme for its "Back 2 Basics" campaign. Using out-of-home media, social media, print, TV and radio as methods, Metro stuck with a short, manageable and memorable message. The graphic components are friendly, urban and current. The electronic components are easily consumed, even with limited English proficiency. The overall message reminds the population that Metro is inexpensive and covers destinations across the 2,400 sq. mile service area. The trick? A transit company putting out a legitimate rap. To avoid being phony or cloying, Metro reached out to musicians and performers in the community, insuring an authentic production.

Situation Challenge: Metro wanted to reach its varied audience with a very simple message: You can get anywhere in Buffalo-Niagara Falls for $2.

Results Impact: The public immediately took to the campaign. It received praise from the local country music disc jockeys, despite the hip-hop style. It generated local news stories. It also created a big stir on social media, multiplying Metro's usual reach by four. The campaign freshened Metro's image, helping the bus and rail company look up-to-date and more reflective to the general community. The unexpected result was appreciation from employees. Operators, mechanics, and office staff form across the Authority expressed their pride, and their thankfulness. Metro Bus and Rail is utilitarian, but the people making it work are not. They are fun, tuned-in and happy now that it shows a little.

Why Submit: Let's face facts, it is not easy for transit to look good. Metro pulled it off.