I5 Billboard

Target Audience: The billboard campaign targeted single occupancy vehicle (SOV) drivers that commute through a 6.7-mile freeway widening construction project on the I-5 in Southern California. More than 177,000 vehicles travel daily during peak commute hours on this corridor with peak average speeds of 28 miles per hour. Source: 2014 Traffic Volumes on California State Highways report by Caltrans

Strategy Objective:Our strategy was to create a billboard campaign that was eye-catching, conveyed a clear message and identified Metrolink as a stress free way to commute. The design used colorful illustrations of commuters and the train to capture the attention of drivers through a very crowded ad heavy corridor. We used primary messages such as "Commute Altering" and "Hello Mellow" as a way to promote the stress free benefits of riding Metrolink instead of driving on the freeway. The billboards were refreshed once each quarter to prevent creative fatigue and keep the interest to the SOV driver.

Situation Challenge: Construction has enormous impacts to mobility and can cause significant congestion not only on the segment under construction, but alternative freeways and arteries. Metrolink partnered with Caltrans, the entity managing the freeway widening, and used the construction project as an opportunity to obtain new riders who want to avoid the stress of driving the construction corridor to/from work. This also achieve a secondary goal to reduce traffic through the corridor. Metrolink was an ideal partner for Caltrans because two Metrolink lines run parallel along the construction project and provides an easy alternative to driving.

Results Impact: For the period from February to October 2016, the I-5 billboard advertising campaign has resulted in 19,500,000 out-of-home impressions. Among respondents who tried the train, 60% recalled having seen the billboards which was more than any other advertising outreach. The two parallel rail corridors to the construction project saw the highest ridership increase on our system, while other lines experienced a drop in ridership. In July and August of 2016, ridership on the Orange and 91/Perris Valley Lines were up 9.5% over the previous year and revenue was up $285,000 for a 6.8% increase.

Why Submit: The I-5 outdoor campaign was created to increase awareness of Metrolink train service along the 6th busiest freeway corridor in the greater Los Angeles area. Metrolink graphic elements are innovative and memorable to new commuters. Metrolink Call Center surveys indicated that 10% of new or non-riders found out about Metrolink by seeing billboards. The Metrolink benefits are presented in a clear message to SOV drivers in an effort to encourage change in driving behavior. Maintaining a consistent outdoor messaging campaign to engage the SOV driver is a positive step toward changing driving behavior and use of alternative transportation in the future.