Sí RTC
Skyrockets Engagement
in Spanish by 200%
RTC Washoe
Opportunity
With Spanish speakers making up 25% of Washoe County’s population, RTC Washoe aimed to build trust and attract this growing community to its transit system. The goal: create a Spanish-first campaign that delivered culturally relevant and useful messages to foster meaningful connections with the local Latino community.
Approach
This concept uses vibrant colors and geometric patterns inspired by Hispanic art and culture to create a warm, approachable, and visually striking campaign. Streamlined typography adds a polished, branded look, celebrating cultural heritage while delivering a clear and engaging message.
- UGC in Spanish
User-generated videos highlighting popular Reno spots appealing to Latino residents. - Culturally Relevant Messaging
Relatable scenarios like family outings, festivals, and murals, showcasing RTC’s convenience. - “Sí to RTC” Invitation
Encouraged viewers to embrace the ease of public transportation.
Outcome
The ¡Sí, RTC! campaign delivered incredible results:
Surge in Enthusiastic community response and comments
9.4% Spanish Speaker Ridership growth (Fall 2024)
Engagement skyrocketed
200% Increase in Spanish website visits
What Made This Campaign Stand Out?
Cultural Connection
Messaging that celebrated family, community, and local experiences.
Authenticity
Videos tailored to resonate with the Latino community.
Impact
Demonstrated RTC as an essential and seamless part of daily life.
Student Ridership Hits All-Time High for RTC with UGC Strategy
RTC Washow
Opportunity
RTC’s free ride program, Ed-Pass, launched in 2019 to help Washoe County college students, faced challenges from a 2021 operator strike and pandemic impacts. Historically promoted only through colleges, RTC set out to actively market Ed-Pass in 2024 to boost participation and grow future transit advocates.
Approach
RTC crafted a multi-faceted strategy to connect with students through authentic content, strategic digital targeting, and on-campus visibility, highlighting Ed-Pass’s affordability and lifestyle benefits:
- UGC in Action
Authentic videos showed how Ed-Pass simplifies travel on RTC’s Virginia Line. - Digital Targeting
Ads on TikTok, Snapchat, and Instagram reached students where they are. - On-Campus
Visibility Posters and fliers kept Ed-Pass top of mind. - Lifestyle Focus
Highlighted affordability, accessibility, and transit’s benefits.
Outcome
The campaign’s targeted approach and engaging content delivered impressive results, driving record breaking student ridership and digital engagement:
32% YOY ridership growth at UNR and TMCC stops
600% increase in ridership since Ed-Pass began
36,000% boost in visits to the Ed-Pass landing page
800,000 impressions and 5,500+ clicks fueled interest.
What Made This Campaign Stand Out?
Authenticity
Relatable UGC that resonated with students’ daily lives.
targeted reach
Strategic use of digital platforms popular with young adults
Integrated Approach
A seamless blend of online and on-campus efforts for maximum visibility.
The campaign’s relatable content and strategic
reach drove record-breaking student ridership,
strengthening RTC’s role as a trusted
transit partner.
