Skip to main content
The Vida Agency
Link Light Train driving through city.

Sound Transit Progress Report

Digital promotion campaign

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.

Campaign

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.

Link Light Rail Train driving through city and Tagalog text 25 bagong istasyon sa 2024. Tingnan ang Ulat. And Sound Transit logo.
Link Light Rail Train driving through city, Chinese text. With Sound Transit Logo at the bottom.
Link Light Train driving through city. Text in Spanish habra 25 estaciones nuevas para el ano 2024. Vea el proreso. With Sound Transit logo at the bottom.

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.

Results

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.