Metropolitan Washington Council of Governments
Commuter Connections
Project Goal
Build the Commuter Connections brand, promote all Commuter Connections products and services, and position Commuter Connections as a reliable resource for options to the SOV (Single Occupancy Vehicle) commute.
Our Services
To reach general populations residing and working in the DC Metro area, TMN created an umbrella marketing campaign that included developing radio advertisements, outdoor advertisements, print advertisements and new media that marketed key points of the Commuter Connections program, including Metro, carpool/vanpool, the Guaranteed Ride Home program and other general transportation.
Radio ads were played on multiple radio stations in the metropolitan area during the early morning drive time hours to increase impressions and to increase the breadth of campaign. All outdoor and print ads were strategically placed in several key locations where the target audience lived, worked or commuted. For the internet, a total of 5.4 million impressions were bought and over 7 million delivered.
Accomplishments
The total media buy was $804,338, which included radio ads (and incremental radio), internet, bus shelters, transit (bus sides/back) and business print.
