Riverside Transit Agency – Brian’s Reasons To Ride
Riverside Transit Agency – Sylvia’s Reasons To Ride
Riverside Transit Agency – Tracy’s Reasons To Ride
From work and school, to the grocery store and the beach, people can use public transportation to get them just about anywhere. There are many reasons to ride, so how do you market them all? You focus on the one reason people ride – it gets them where they want to go.
This was the approach we took for our client, Riverside Transit Agency. After identifying the radio stations the campaign would run on, we worked with their on-air personalities to be featured in the ad. We built on the idea that they were interviewing bus riders.
This strategy allowed us to focus on RTA’s three main target audiences: commuters, students, and people who use it as their main mode of transportation. One benefit of the interview strategy is that listeners hear all the places RTA goes, without RTA actually saying where they go. When the listener hears the rider say why they take the bus, they realize all the places RTA can take them. Add in the familiar voice of their favorite DJ, and it sets the stage for a believable ride along. After all, “theater of the mind” is radio’s greatest creative strength.
Each spot targeted one of the three audiences and was tailored to the station it aired on, including Pandora and a Spanish radio station. In total, there were 12 customized radio ads. Here are 3 spots that aired on KGGI featuring ODM from the morning show.