¡Buenas con VCTC! Campaign Puts Spanish First
Ventura County Transportation Commission
Opportunity
Celtis recognized the untapped potential of Ventura County’s significant Spanish-speaking community. The goal was to engage this demographic more effectively, acknowledging the language and cultural barriers that might hinder public transit usage.
Approach
Leveraging the cultural icon of “Lotería,” akin to bingo and beloved in Mexican culture, Celtis executed the ¡Buenas con VCTC! campaign. This strategic pivot used a mix of digital, outdoor, and traditional media, including Spanish-language radio, influencers, Spotify ads, and newspaper placements, ensuring wide and culturally resonant outreach.
Outcome
The campaign significantly elevated public transit’s appeal within the Latino community, driving increased ridership and engagement. It stood out for its cultural sensitivity and creativity, marking a breakthrough in how transit campaigns could connect on a deeply personal level, fostering pride and inclusivity among Spanish speakers.
