TransLink - Evergreen Means GO Campaign - New Skytrain Line

Target Audience: Primary Target is the directly impacted communities within the North East Sector including the cities of Coquitlam, Port Coquitlam, Port Moody, Burnaby and Maple Ridge. The secondary target is Metro Vancouver as a whole.

Strategy Objective:We wanted a simple and memorable creative platform that could be used across a variety of mediums to reach both the local communities and the Metro Vancouver Region as a whole. The tone needed to be positive and celebratory to get riders and the Region excited about this important expansion and to inform them when they could begin riding the expansion. It also needed to be flexible and benefits driven and translated for our multicultural constituents. The ultimate goal was to maximize the number of people exposed to the message that the Evergreen Extension was opening on December 2 and that it was being operated by TransLink.

Situation Challenge: Due to operational realities, the day and time of opening were not determined until three weeks prior to opening day. The challenge was to create a campaign that was simple and flexible that could be executed across a variety of channels as well as garner excitement and awareness of both new and existing transit customers.

Results Impact: Publication Impressions Commuters 4,775,154 Community Newspapers 823,299 Ethnic Papers 498,000 Radio 16,994,636 Out of Home 20,322,608 Digital Add buy (Including, Twitter, Google, Facebook, local blogs, local media) 12,77927 Pamphlets 150,000 Invites 75,000

Why Submit: The Evergreen Means Go Campaign is simple and clever. The flexibility of the creative platform allowed us to create a number of executions to depict the many benefits that rapid transit brings. With a headlinedriven campaign we were able to communicate with the specific communities that we are expanding into and the entire region that the Evergreen Extension is a celebration of moving forward.