Celtis Ventures

Santa Cruz METRO Ridership Growth

“Santa Cruz METRO’s Innovative Campaigns Drive a 13% Surge in Ridership”

Opportunity:

Santa Cruz METRO (METRO) faced a decline in ridership post-COVID due to changing commute patterns, leading to the need to revamp their branding and campaigns to attract more passengers.

Approach:

Celtis partnered with METRO to implement several innovative strategies to boost ridership. One of the initiatives was the “One Ride at a Time” campaign, in collaboration with national geographic photographers and local non-profits, focusing on raising awareness about environmental conservation. Celtis designed visually appealing bus wraps and campaign materials, with donations made to non-profits for every bus ride, ultimately raising over $40,000 for these charitable organizations. Additionally, the “Youth Cruz Free” initiative aimed to increase youth ridership by offering free bus rides through a digital-first youth campaign, resulting in a remarkable 400% increase in youth ridership in the first year. Furthermore, the “Reimagine METRO” campaign introduced service changes and a brand refresh, contributing to the overall enhancement of the METRO’s image and services.

Outcome:

These collective efforts resulted in a significant 13% year-over-year growth in ridership for METRO in 2024. The creative campaigns and strategic partnerships not only attracted more passengers but also highlighted METRO as a socially responsible and community-engaged transit agency, ultimately leading to a positive impact on the organization’s ridership numbers and public perception.

Funding the Inglewood Transit Connector Project

“Local Hotel Tax Wins, Paving the Way for Inglewood’s Transit Revolution”

Opportunity:

The City of Inglewood required funding to support the construction of the Inglewood Transit Connector, a crucial project aimed at enhancing local transit infrastructure and addressing traffic congestion in an area emerging as Los Angeles’ premier sports and event hub. Local funds were needed to match federal and state contributions for the development of this much-needed transportation solution.

Approach:

Celtis played a pivotal role by providing strategic guidance and creating educational materials for the comprehensive communication efforts to pass a local hotel tax measure. This measure involved taxing visitors staying at hotels in the thriving area of Inglewood, generating additional revenue to support the Inglewood Transit Connector and other essential city projects. Creative branding and digital-first campaigns were implemented to effectively communicate the benefits of the tax measure to the public and gain their support for this important initiative.

Outcome:

Through the combined efforts of Celtis and the City of Inglewood, the hotel tax measure was successfully passed. This victory not only secured the funding needed to advance the Inglewood Transit Connector Project but also provided a sustainable financial solution to support the city’s future growth and development. By leveraging a creative approach to communication and community engagement, Celtis helped create a pathway for the continued progress and enhancement of Inglewood’s transit infrastructure, contributing to the city’s overall economic and cultural advancement.

Omnitrans Career Path Campaign

“Omnitrans’ Career Campaign Boosts Staffing, Restores Full Service”

Opportunity:

Omnitrans, a public transportation agency, faced a critical need to hire bus operators and mechanics to address a staffing shortage that threatened the frequency and quality of their service. The organization recognized the importance of recruiting skilled professionals to sustain and enhance its operations.

Approach:

Collaborating with Celtis, Omnitrans launched a dynamic digital-first campaign aimed at attracting bus operators and mechanics to join their workforce. The campaign’s creative content featured authentic testimonials from current employees, focusing on career growth opportunities at Omnitrans and how their roles contributed to achieving personal aspirations. Utilizing engaging digital videos with captivating hooks, the campaign targeted social media platforms to capture the attention of potential candidates. In addition, Google search ads were strategically employed to reach individuals actively seeking job opportunities. Complementary tactics, such as bus wraps and outdoor advertisements, were leveraged to reinforce the digital campaign’s message, with efforts extended to include ads in Spanish to reach a diverse audience effectively.

Outcome:

The results of the Career Path Campaign were highly impactful for Omnitrans. In the first year of the campaign, the number of applicants increased by an impressive 25%, demonstrating the effectiveness of the recruitment efforts. By the second year, Omnitrans successfully hired a sufficient number of qualified workers to restore full pre-COVID service frequency, alleviating concerns about operational disruptions and ensuring the continued provision of reliable public transportation services to the community. The campaign’s success not only addressed the immediate staffing challenges faced by Omnitrans but also paved the way for sustained workforce development and service enhancement in the long term.

Omnitrans Recruitment Success

“Omnitrans Nets 14% More Candidates with Targeted Recruitment Drive”

Opportunity:

The transit sector faced significant operational challenges post-COVID, particularly in recruiting essential personnel such as bus operators and mechanics. Omnitrans experienced a pressing need to restore route frequencies but found it increasingly difficult to attract and retain qualified candidates in these pivotal roles.

Approach:

To address this challenge, Celtis partnered with Omnitrans to launch a targeted recruitment campaign aimed at elevating the profile of a career in transit. The campaign, designed as a digital-first initiative, leveraged search engines and social media platforms to reach potential candidates effectively. The promotional content highlighted the compelling career progression opportunities at Omnitrans, featuring testimonials from employees who advanced from entry-level to managerial roles. This approach not only showcased the long-term career benefits but also positioned Omnitrans as an attractive workplace for ambitious individuals.

Outcome:

The campaign’s initial phase yielded a promising 14% increase in applications, demonstrating the effectiveness of the targeted digital strategy and the appealing portrayal of career advancement within Omnitrans. The success of this pilot phase has led to plans for a sustained, evergreen campaign to continuously attract talent and fill crucial positions, ultimately supporting the restoration of service levels and enhancing operational efficiency.

Omnitrans Website Overhaul

“Omnitrans Unveils User-Friendly Website, Elevating Transit Experience”

Opportunity:

In an effort to enhance the overall customer experience and meet the evolving needs of today’s public transit users, Omnitrans identified the necessity for a comprehensive overhaul of their existing website. The primary goal was to create a more user-friendly platform that not only facilitates easy travel planning but also ensures accessibility for all users, reflecting the agency’s commitment to inclusivity and customer service excellence.

Approach:

Guided by direct input from clients, customers, and stakeholders through live feedback sessions, Omnitrans embarked on the development of a revamped website with a sharp focus on user experience. The redesign process featured the integration of unique, cutting-edge functionalities including a custom trip planner, live bus tracking, and instant service alert feeds. Other significant improvements encompassed the incorporation of an agendas portal, web support chat, and ADA compliance measures. The website’s aesthetic was rejuvenated with custom photography and videography, aligning with Omnitrans’ vibrant branding and ensuring a modern, engaging online presence. Throughout the development phase, a meticulous emphasis was placed on ADA compliance and website speed to guarantee longevity and optimal performance.

Outcome:

Launched on October 5, 2020, the redesigned omnitrans.org website significantly improved the user experience by offering intuitive navigation and instant access to essential transit information and services. The integration of live feedback mechanisms into the design process enabled the website to truly reflect the needs and preferences of its diverse user base. The enhancements not only elevated Omnitrans’ digital footprint but also strengthened its brand identity, making public transportation more accessible and appealing to the community it serves. The project garnered overwhelmingly positive feedback from both customers and stakeholders, marking a successful stride towards fulfilling Omnitrans’ mission of providing accessible, efficient, and sustainable transit solutions.

VCbuspass Contactless Payment Success

“VCbuspass Launch Skyrockets Sales, Revolutionizing Transit Payments”

Opportunity:

The Ventura County Transportation Commission (VCTC) confronted a challenging situation amid the COVID-19 pandemic, where traditional transit payment methods posed health risks due to physical contact. Recognizing the need to adapt to the changing landscape and prioritize the safety of both riders and drivers, VCTC sought ways to modernize the payment experience while potentially leveraging this change to boost sales revenue.

Approach:

In response, VCTC, with the creative support of Celtis, introduced the VCbuspass, a contactless regional payment solution tailored for Ventura County transit riders. This innovation not only facilitated a safer transaction process during the pandemic but also streamlined the payment method, enhancing the overall user experience. The rollout of VCbuspass was paired with a comprehensive branding and marketing strategy. Celtis took charge of developing a distinct brand for the program, which included designing custom physical cards, ticket machine idle screens, and crafting brand guidelines for regional partners. The marketing campaign was strategically focused on promoting mobile ticket purchases, featuring a blend of innovative technology enhancements and engaging branded collateral.

Outcome:

The introduction of the VCbuspass and the accompanying strategic marketing campaign significantly grew sales revenue, with over $27,000 in monthly bus pass sales being recorded. The initiative not only achieved its primary goal of providing a safe, contactless payment option but also managed to enhance the customer experience, leading to increased adoption and usage among Ventura County transit riders. The successful collaboration between VCTC and Celtis resulted in a compelling case study of how combining technology improvements with targeted marketing efforts can not only address immediate challenges but also drive substantial growth in revenue.

RCTC’s Brand Visibility Boost

“RCTC Brand Refresh Achieves Unprecedented Visibility and Engagement”

Opportunity:

The Riverside County Transportation Commission (RCTC) identified a crucial need to revamp its public image to better articulate its impact on regional mobility and quality of life. This challenge was not unique to RCTC, as many transportation agencies struggle with conveying their role and achievements to the public. RCTC aimed to refresh its brand in a way that preserved its original, recognizable elements while elevating its visibility and connection to its projects and initiatives.

Approach:

Celtis was tasked with reinventing RCTC’s brand strategy, focusing on a design system that prominently featured RCTC’s name in association with all its projects. This approach was designed to strengthen the agency’s ownership and visibility across its endeavors. To ensure a cohesive brand experience, Celtis also overhauled RCTC’s website, intertwining the newly developed visual identity throughout the platform to create a consistent and engaging online presence.

Outcome:

As a result of Celtis’s strategic redesign, RCTC achieved a significant boost in brand presence and recognition. Particularly noteworthy was the introduction of a new logo, strategically positioned at the upper left corner of RCTC’s materials to underscore project ownership. This nuanced yet impactful decision facilitated a stronger connection between RCTC and its varied initiatives, fostering a sense of place and belonging. Through these efforts, RCTC successfully recalibrated its image to reflect its critical role in enhancing the region’s mobility, effectively reinforcing its relevance and value to the constituents it serves.

SBCTA’s Effective Rebranding

“From SANBAG to SBCTA: A Rebranding Success Story”

Opportunity:

In 2016, the San Bernardino County Association of Governments (SANBAG) faced a glaring disconnect between the agency’s visibility and the public’s favorable perception of its projects and programs. Despite a 78% approval rating, only 23% of San Bernardino residents were aware of SANBAG. This underscored an urgent need for the agency to elevate its brand recognition and forge a stronger connection with the community it serves.

Approach:

To bridge this gap, SANBAG enlisted Celtis to spearhead a comprehensive rebranding strategy—transitioning from SANBAG to the San Bernardino County Transportation Authority (SBCTA) effective January 1, 2017. Celtis was tasked with creating a compelling new brand identity that not only aligned with SBCTA’s vision for regional transportation but also positioned it as a formidable entity within the competitive landscape. The rebranding efforts encompassed a full spectrum of communications platforms and established rigorous guidelines for consistency across partner agencies.

Outcome:

The rebranding initiative was a resounding success, transforming SBCTA’s image and significantly boosting its regional presence. The new brand identity resonated with the community, leading to rapid growth in public support and recognition. This strategic transformation firmly established SBCTA as a key player in the region, highlighting the pivotal role of effective branding in bridging the awareness gap and enhancing the agency’s influence within the transportation sector.

RTC Washoe’s Transit Optimization Plan

“RTC Washoe’s Community-Focused Campaign Redefines Transit Services”

Opportunity:

The rapidly changing dynamics of the Reno area, influenced by shifts in how people live, work, and travel, presented the Regional Transportation Commission (RTC) of Washoe with an essential need to update and optimize its transit services. Recognizing the potential to better serve its community through an enhanced public transportation system, RTC Washoe sought to develop and implement a comprehensive strategy that would align with current and future commuter needs.

Approach:

To inform and shape this initiative, RTC Washoe enlisted Celtis to lead a robust outreach campaign focused on the 2023-2027 Transit Optimization Plan Strategies (TOPS). The campaign was designed to collect valuable insights from the public through various channels, including web and social media content, online surveys, and presentation materials, all of which were offered in both English and Spanish. This extensive feedback resulted in actionable recommendations to improve the transit network. Simultaneously, Celtis conducted a thorough review of RTC’s customer service and communication efforts, proposing improvements across multiple platforms to enhance overall customer interactions and experiences.

Outcome:

The collaboration between RTC Washoe and Celtis culminated in the creation of a comprehensive marketing roadmap for TOPS, effectively “writing the book” on how to guide outreach and marketing efforts for the project. The bilingual campaign initiated by Celtis successfully generated thousands of comments from the community, which directly influenced the development of strategies aimed at enhancing service delivery and restoring transit ridership. This partnership led to significant advancements in RTC’s customer service capabilities and established Celtis as the agency’s marketing and advertising agency of record starting in 2024. These strategic efforts have positioned RTC Washoe to better meet the evolving needs of its community, ensuring a more efficient and responsive public transit system.

SBMTD’s Brand Refresh

“Santa Barbara MTD’s Brand Refresh Connects Community, Enhances Image”

Opportunity:

The Santa Barbara Metropolitan Transit District (SBMTD) recognized the need to enhance its public awareness, perception, and usage among the diverse communities it serves. The objective was to revitalize the agency’s brand to more accurately reflect the unique qualities of the Santa Barbara region and foster a stronger connection with the community.

Approach:

SBMTD enlisted the expertise of Celtis for this significant brand refresh project. Celtis initiated the process with the development of a new logo and color scheme, emphasizing the importance of creating a brand identity that resonated with all community members and did not prioritize any single jurisdiction over others. Drawn from the natural beauty and iconic imagery of the area, the new logo incorporated elements that are quintessentially Santa Barbara: the blue waters, the verdant rolling hills, and the scenic curves of the Pacific Coast Highway. This thoughtful approach ensured that the logo would not only represent the agency but also the community and environment it serves.

Following the approval of the logo, Celtis and SBMTD embarked on a comprehensive rebranding strategy. This far-reaching plan aimed to seamlessly integrate the new visual identity across all facets of the agency, including its vehicles, facilities, customer-facing information, and digital platforms. The goal was to ensure consistent branding across all touchpoints, reinforcing the new image and values of SBMTD within the community.

Outcome:

The rebranding initiative led by Celtis successfully transformed SBMTD’s public image, imbuing it with visual elements deeply rooted in the Santa Barbara landscape and community ethos. The new logo and color scheme effectively heightened awareness of the agency, positively shifted public perceptions, and contributed to an increase in service usage. Through this refreshed brand identity, SBMTD not only showcased its commitment to representing and serving the Santa Barbara community but also strengthened its role as a vital component of the region’s mobility and quality of life.

Ventura County’s Bike Safety Campaign

“‘Bike Safely, Ventura County’: A Campaign That Rode to Success”

Opportunity:

In response to the surge in bicycle sales and the corresponding need for enhanced safety awareness resulting from the COVID-19 pandemic, the Ventura County Transportation Commission (VCTC) identified a crucial opportunity. The commission aimed to launch a comprehensive bike safety campaign targeted at both the increasing number of cyclists and drivers in Ventura County. The campaign’s goal was to effectively promote safe biking practices and foster harmonious coexistence between cyclists and motorists on the road.

Approach:

To execute the campaign, VCTC partnered with Celtis, initiating the project by gathering vital safety tips directly from the local biking community. This collaborative effort not only ensured the content was authentic and relevant but also secured early buy-in from bike advocates, crucial for spreading the message. With key insights in hand, Celtis developed engaging animated content for popular social media platforms, including Facebook, Instagram, and Snapchat, ensuring broad reach. The initiative was bilingual, with all materials available in both English and Spanish, and featured a dedicated landing page to further disseminate safety information effectively.

Outcome:

The “Bike Safely, Ventura County” campaign marked a significant achievement in public safety communication, registering record-breaking engagement levels on social media. The animated content, combined with the strategic decision to target both cyclists and drivers, amplified the campaign’s impact, leading to a 112% increase in site visits from Spanish-speaking individuals. This success not only underscored the campaign’s effectiveness in raising safety awareness but also highlighted the importance of incorporating community feedback and leveraging digital platforms for public safety initiatives.

Omnitrans’ Latinx Engagement Campaign

“Omnitrans Captivates Latinx Community with Cultural Marketing Strategy”

Opportunity:

Omnitrans identified a significant gap in its outreach efforts, particularly in engaging Spanish-speaking residents within the Latinx communities of San Bernardino. Recognizing the potential to increase bus ridership and enhance public transit’s appeal among this pivotal demographic, Omnitrans sought a fresh and impactful marketing strategy. This initiative aimed to connect with Spanish speakers on a cultural level and position Omnitrans as a preferred mode of transportation in the area.

Approach:

To bridge this gap, a strategic partnership was formed between Omnitrans and Celtis, focusing on a social media campaign that utilized local influencers. This partnership enlisted Denise Reyes, a popular Univision radio host known for her vibrant personality and extensive social media reach among the Latinx community. The campaign showcased Reyes and her mother utilizing Omnitrans for a day out in San Bernardino, covering shopping, dining, and entertainment activities. This approach was designed to blend traditional and digital marketing strategies, leveraging the relatability and authenticity of influencers to reach and resonate with the target audience.

Outcome:

The influencer-centric campaign successfully revitalized Omnitrans’ image within the Latinx community, demonstrating the convenience, accessibility, and enjoyment offered by the bus service. The use of social media platforms to share authentic experiences helped break down barriers to public transit use, showing it as a viable and enjoyable option for everyday activities. This strategic initiative led to increased buzz and awareness in the community, ultimately growing Omnitrans’ ridership among Spanish-speaking residents and showcasing the power of culturally aligned marketing strategies.

Omnitrans’ Free Fares for School Success

“Omnitrans’ Free Fares Program Achieves 60% Ridership Increase”

Opportunity:

Building on the success of its inaugural year, Omnitrans’ Free Fares for Schools (FFFS) program aimed to extend its reach for a second year, providing K-12 students with free bus rides to facilitate educational access. Recognizing the opportunity to further enhance program awareness and increase ridership among students and their families, particularly within local Hispanic communities, Omnitrans sought to deploy an engaging, culturally-relevant campaign.

Approach:

To achieve this, Celtis crafted a multi-pronged marketing campaign featuring bold, colorful creatives tailored to resonate with the student demographic. The campaign was strategically rolled out across digital platforms favored by students, including TikTok, acknowledging its growing influence as a primary content platform for the younger audience. Additionally, the campaign materials were translated into Spanish to ensure inclusivity and accessibility for Hispanic parents and students. A professional narrative video featuring local high school students was introduced in the Spring campaign to visually narrate the benefits and impact of the FFFS program, giving it a relatable, community-centered feel.

Outcome:

The targeted approach of blending culturally attuned and platform-specific marketing strategies proved highly effective. The campaign successfully cultivated increased awareness and engagement with the FFFS program, resulting in a notable 60% increase in monthly ridership compared to the previous fiscal year. This outcome highlighted the efficacy of connecting with audiences through preferred communication channels and relevant messaging, supporting the continued success of the Free Fares for Schools initiative.

Metrolink Arrow’s Successful Launch

“Metrolink’s Arrow Line Hits the Target with Record Ridership”

Opportunity:

The introduction of Metrolink’s Arrow line in 2022 marked a pivotal moment for communities previously without direct access to passenger rail. This innovation presented an opportunity to reshape local transit habits and offer an efficient, comfortable alternative for daily commuting. To capitalize on this, a strategic marketing initiative was crucial to build excitement, awareness, and ultimately, ridership for the Arrow line.

Approach:

to achieve these objectives, Celtis orchestrated a phased advertising campaign, leveraging the precision of digital media to target potential riders effectively. The campaign skillfully combined social media, search engine advertisements, digital displays, and billboards, achieving an impressive reach of over 25 million impressions within nine months. With a keen focus on demographics most likely to utilize the service, including college students and daily commuters from nearby areas, Celtis employed smart targeting techniques. Ensuring inclusivity and maximizing engagement, the advertisements were produced in both English and Spanish, catering to the diverse linguistic landscape of the target communities.

Outcome:

The smart-targeted ad campaign significantly propelled the launch and initial adoption of the Arrow line. By matching potential riders with compelling reasons to try out the new rail service, the campaign achieved remarkable success in a relatively short period. Tens of thousands of individuals were moved to board Arrow trains, drawn by the allure of the advertisements and the promise of a novel, efficient transit solution. This surge in ridership demonstrated the campaign’s effectiveness in harnessing digital media to create awareness and foster a strong initial user base for Metrolink’s innovative rail service.

Omnitrans’ Bilingual Campaign

“Omnitrans’ Bilingual Campaign Drives Engagement, Boosts Ridership”

Opportunity:

With a sizeable Latinx base among their riders, many of whom speak only Spanish, Omnitrans saw an untapped potential to enhance bus ridership through targeted communication that resonates within Hispanic communities. Spanish-speaking riders represented a key demographic for Omnitrans, and the opportunity to cater to their preferences and media consumption habits called for a focused, culturally fluent marketing approach.

Approach:

to optimize reach and engagement, Omnitrans rolled out a dual-strategy campaign integrating Univision’s popular radio networks with digital efforts. The campaign featured Denise Reyes, a trusted radio host from KLVE, who created commercials promoting the convenience and affordability of the Omnitrans bus services. Supplementing the radio outreach, the campaign incorporated interviews with Omnitrans staff on KTNQ, significantly bolstering message delivery. Simultaneously, a digital front showcased video ads across social media platforms frequented by the Hispanic community, envisioning bus riding as a means to cherished ends like family time and cost savings. Celtis’ in-house multicultural team crafted these messages to resonate deeply with Hispanic audiences, using language and cultural touchpoints familiar to them.

Outcome:

Celtis’ strategic blend of influencer and radio marketing in concert with tailored digital advertising delivered notable results, garnering over 1.3 million impressions from radio spots alone. The comprehensive campaign, crafted to cater to the cultural nuances and communication preferences of the Latinx community in San Bernardino, demonstrated its efficacy by pulling in new riders to Omnitrans, thereby achieving its goal to expand the service’s reach and foster sustainable growth in ridership.

LA Metro’s Capital Project Branding

“LA Metro’s ‘In the Works’ Campaign Garners Massive Public Support”

Opportunity:

LA Metro recognized an opportunity to elevate public enthusiasm and awareness about its widespread investments in transportation infrastructure across the region. With 28 active capital projects in various stages of development, there was a pressing need to harmonize the messaging to improve equity and awareness among the community and region at large.

Approach:

In response, LA Metro standardized its outreach strategy by introducing a cohesive branding platform for all projects. This involved creating a comprehensive suite of information materials and employing a consistent visual identity for each project, realized through collaboration with the same illustrator. The initiative was anchored by the brand tagline “in the works,” symbolizing the ongoing efforts to transform Los Angeles County’s transportation landscape for the better. This unified approach aimed to present each project, regardless of its scale, under a single, easily recognizable METRO brand across all customer touchpoints, from digital interfaces to physical materials.

Outcome:

The strategic rebranding initiative culminated in widespread public support and a heightened level of enthusiasm for LA Metro’s transportation investments. The clear, consistent, and cohesive messaging effectively communicated the extent and impact of the agency’s capital projects, significantly improving public perception. This newfound level of awareness and support was a key factor in the successful passage of two transportation sales taxes, securing essential funding for accelerating and expanding LA Metro’s current and future projects.

Inglewood’s Transparent Communication Initiative

“Inglewood Wins Community Trust with Groundbreaking Transit Project”

Opportunity:

In Inglewood, California, a city renowned as the City of Champions, there was a critical opportunity to galvanize community support for a significant transit project. Before the release of the Draft Environmental Impact Report (EIR), the city identified the need for a renewed approach to communication that would not only open – but also ensure the flow of – dialogues between the city government and the local community. This endeavor was aimed at rejuvenating the city’s image and securing community buy-in for future projects that would shape the city’s destiny.

Approach:

Embracing this opportunity, the City of Inglewood launched a comprehensive brand revitalization campaign. This new approach to communications was designed to energize community engagement and shine a light on the pivotal role of the planned transit project in the city’s future development. At the heart of this strategy was a digital survey that achieved a remarkable 7% response rate, reflecting the widespread interest and involvement of the community. The campaign strategically utilized ongoing communications to maintain and strengthen the burgeoning trust between the city government and its residents, informing and exciting them about the prospect of forthcoming projects.

Outcome:

The innovative communication strategy proved highly effective, resulting in robust public engagement and the successful passage of a local occupancy tax. The impressive response to the digital survey indicated a high level of community involvement and interest, showcasing the campaign’s ability to reach and resonate with a broad audience. Through sustained and open communication, the City of Inglewood was able to build a strong foundation of trust within the community. This, in turn, played a pivotal role in harnessing the public’s support for the transit project and other future initiatives, ultimately aiding in the revival of the City of Champions through powerful public engagement.

VCTC’s ¡Buenas con VCTC! Campaign

“¡Buenas con VCTC! Campaign Bags APTA Grand Award, Boosts Ridership”

Opportunity:

Celtis identified a significant opportunity to engage the Spanish-speaking community in Ventura County, acknowledging their critical role in the demographic makeup of the Ventura County Transportation Commission (VCTC)’s core ridership. Recognizing that the majority of VCTC’s passengers come from the Latino community and that many do not speak English, Celtis aimed to develop a culturally resonant and accessible campaign. This initiative sought to not only reach but also empower this vital segment of the population, leveraging their familiarity with and affection for cultural touchstones.

Approach:

The campaign, named ¡Buenas con VCTC!, was innovatively designed around the concept of “Lotería,” a popular game often referred to as “Mexican Bingo,” to ensure cultural relevance and appeal. Directed by Latino strategists within the Celtis team, the campaign aimed to create a bridge between the VCTC’s services and the Latino community by presenting marketing materials and messages that resonate on a cultural level. The execution of this strategy included evergreen digital advertisements, outdoor advertising in Latino-heavy areas, ads on a local Spanish-language radio station, engagement with a local influencer, Spotify ads, and placements in the county’s largest Spanish-language newspaper, all equipped with tracking capabilities for effectiveness measurement.

Outcome:

The ¡Buenas con VCTC! campaign achieved unprecedented results, culminating in the prestigious 2023 APTA Grand Award, a testament to its innovative approach and impactful execution. By tailoring its strategy specifically to the Spanish-speaking audience of Ventura County and engaging them through culturally relevant content, Celtis managed to significantly boost the visibility and appeal of public transit among this demographic. The campaign not only increased ridership but also empowered Spanish speakers to consider public transit as a viable and appealing option. The strategic use of various media and the campaign’s culturally attuned messaging effectively elevated the community’s engagement with VCTC, showcasing the power of targeted, culturally sensitive communication strategies.

Santa Cruz Metro’s Environmental Initiative

“Santa Cruz Metro’s Fleet Becomes Floating Canvasses for Conservation”

Opportunity:

Santa Cruz Metro acknowledged the deep-rooted concern for environmental preservation within the community and aimed to visibly align its transit operations with these values. The Metro recognized an opportunity to not only communicate its commitment to the environment but also to actively contribute to its protection by linking the use of public transit to tangible environmental benefits. The intent was to galvanize public support, generate excitement, and raise funds for local environmental causes—all encapsulated within the powerful imagery of nature.

Approach:

To bring this vision to life, the Santa Cruz Metro embarked on a transformative initiative to integrate brilliant nature photography into the design of nearly a third of its fleet. This bold visual strategy aimed to redefine the Metro fleet as moving canvases that pay homage to the local environment. By artistically wrapping the buses with captivating nature scenes, the Metro sought to foster a stronger link in the public’s mind between riding the bus and supporting environmental conservation efforts. The initiative was much more than a beautification project; it was an embodiment of the Metro’s dedication to environmental stewardship, encouraging the community to see every ride as a positive step for the planet.

Outcome:

The outcome of this initiative was a powerful and visible statement of the Santa Cruz Metro’s environmental pledge, with about a quarter of the fleet serving as mobile ambassadors for nature appreciation and conservation. The visual transformation attracted attention and sparked conversations, effectively raising awareness about the role of public transportation in promoting a healthier environment. This innovative approach went beyond mere transit service—it positioned SC Metro as an integral part of the local environmental fabric, building a unique identity that resonates with the community’s values. Through this creative rebranding of their buses, Santa Cruz Metro not only enhanced the aesthetic appeal of their fleet but also strengthened their image as leaders in connecting transit with ecological sustainability—one ride at a time.