Redefining transit advertising
Orange County Transportation Authority
Redefining transit advertising and reaching new target audiences
An aggressive multimedia ad campaign, combined with concerted bus improvements, led to one of transit’s most successful ridership efforts to date. This campaign set the tone for the future of OCTA’s advertising, aiming to make OCBus a household name in all of Orange County–and it worked! We gave each bus an identity and asked people to choose a bus that aligned with their image. Ride the smart bus, stylish bus, frequent bus, wonder bus, etc. The campaign imagery inspired new riders to get on board the bus of their choice. The multi-platform approach covered Orange County with iconic billboards, radio, cable TV, and social media, resulting in thousands of new riders onboard OCBus.