TVA has supported Sound Transit’s annual progress report and service changes by leading online engagement in 2021 and 2022. As the public agency responsible for the Puget Sound region’s Link light rail system and ST Express Bus, Sound Transit’s service area expands beyond the borders of Seattle and into outlying regions. TVA’s goal for this project was to drive readership and survey responses in seven languages.
TVA worked with Sound Transit to identify an exciting, forward looking headline to increase excitement around Link light rail, and encourage people to review the report. All creative assets were transcreated into Spanish, Vietnamese, Korean, Chinese, and Tagalog. Additional edits were made to regional ads placed in Tacoma to better resemble the train types used in that area.
With the goal of reaching as many people in each community, few specific targeting tactics were used. Ads were placed all around the Puget Sound region across social media, direct in-language media publications, across the web via programmatic placements, digital radio, as well as geofenced ads towards popular transit stations.
Over the past two years, progress report campaigns have generated over 5 million impressions, and lead to over 15,000 clicks. In-language surveys all received high visitors and more responses than expected based on previous results. The Sound Transit progress report is a vital update to all communities throughout the region about the new and upcoming impacts and changes to our region.