Dallas Area Rapid Transit (DART)
Brand identity, digital strategy, digital marketing, microsite development, integrated campaigns, video, print, experiential, OOH, user-generated content
The DARTable Gems integrated campaign was created with a very lofty and ambitious goal: to change consumers’ perceptions of DART overall. However, the shorter-term goals of this campaign were to get current riders to use DART for new occasions (frequency) and to get non-riders to think of DART differently and consider taking DART for new occasions (trial). More specifically still, we wanted to boost engagement with a target audience of Millennials by a primarily digital campaign that leveraged owned channels like social media and a microsite hub as well as paid media through print and digital ads.
To position DART as the trusted guide that empowers discovery, the DARTable Gems campaign highlighted 50 unique “gems” (unique, interesting locations) that were “DARTable” (within a short walk of a DART station or stop). By shining the spotlight on the cool and unexpected places riders can take DART to get to, DART shows its unique interconnectedness with the community and highlights not the “what” of functional transit service but the “why” of aspirational destinations.
The results of this particular campaign were outstanding, well exceeding KPIs established by the client. There were over 1.1 million impressions, with CTRs on Digital Ads at double the industry average. The campaign also increased social media followers by 30% and raised positive sentiment on social media from 30% to 66.3%.