King County Metro

Integrated Marketing Campaign (English and Spanish)

Developed a multichannel advertising campaign for broadcast, streaming, transit and social media to increase share of voice.

I

GOAL

Increase awareness, visibility and ridership of the youth ORCA card program.

l

STRATEGY

Conduct focus group of Gen Z audience to inform messaging, creative direction and methods of distribution.

N

EXECUTION

Developed “freedom” and “convenience” messaging as proven relevant to target audience. Created broadcast, digital, transit and traditional ads for placement across regional media.

RESULTS

Find Your Freedom is officially live consisting of bilingual broadcast, digital, print and transit advertisements, in addition to on-the-ground outreach to public schools.

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