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.