Omnitrans and National Orange Show Event Partnership

Target Audience: The target audience for Omnitrans' National Orange Show partnership included existing local route bus riders and potential new customers who might respond to an incentive to try the service. Local primary and high school students were an additional targeted audience.

Strategy Objective:The objective was to increase awareness of our sbX rapid transit line & local event service, reach out to students, & generate weekend attendance at the event. To achieve this, we developed a campaign which included promotional 2 for 1 bus pass tickets for SB School District students & families (50,000 qty.), $2 off event admission coupons distributed onboard buses, interior print/audio advertising, web banners, social media promotion including an #OmniRetro Selfie Contest, & Omnitrans app advertising/promotion. All promotion incorporated the event's "Blast from the Past" 1950s theme, & the agency's 1958 vintage bus was on display at the event. Omnitrans also received logo placement on event promotional materials & a display location for its vintage bus & information booth.

Situation Challenge: Omnitrans entered into a partnership with the National Orange Show (NOS), an organization which has hosted a popular regional community agricultural fair and carnival for more than a century, to help to create awareness about its year-old rapid transit line, sbX, and weekend bus service that directly served the fair. Additionally, the NOS's close partnership with local school districts was attractive to Omnitrans, both for its opportunity to do something positive for students and families and the ability to reach a typically difficult-to-reach demographic. The NOS's motivations included increasing fare attendance through a joint partnership/promotion.

Results Impact: The campaign was successful in generating awareness and ridership. More than 300 free rides were redeemed by local students, and more than 500 $2 off event admission coupons were utilized in the promotion's first year, exceeding expectations by 60%. Additionally, sbX rapid transit line ridership finished up 31% for the fiscal year.

Why Submit: The unique partnership between Omnitrans and the National Orange Show joined two regional institutions in a successful joint effort to grow the awareness and attendance/ridership of both organizations. The multi-platform effort exceeded expectations by 60% and its success is expected to generate an expanded partnership in 2017.