Sí RTC Skyrockets Engagement in Spanish by 200%
RTC
Opportunity
The Spanish-speaking community currently makes up about 25% of the Washoe County population and is growing rapidly. To better attract Spanish-speaking riders to its transit system, RTC Washoe sought to build trust and make meaningful connections with the local Latino community through a Spanish-first campaign focused on useful and culturally relevant messages.
Approach
In partnership with Celtis, RTC created and produced a series of vibrant, user-generated-content (UGC) videos in Spanish, carefully tailored to the interests and values of the local Latino community. Each video highlighted popular destinations in Reno, such as bustling markets, local eateries, and landmarks that hold special appeal to the audience. The messaging was crafted with cultural relevance in mind, celebrating family, community connections, and convenience—key pillars for the Latino community. By incorporating relatable scenarios, such as meeting friends for a meal, exploring murals, or attending festive local events, the videos effectively showcased how RTC could be a seamless part of their daily lives. The campaign invited viewers to say “Sí to RTC” and embrace the freedom and ease of public transportation.
Outcome
As a result of ¡Sí, RTC!, Spanish speakers were a key contributor to RTC’s 9.4% ridership growth in the fall of 2024. In addition, Spanish speakers’ awareness of and engagement with RTC skyrocketed. During the campaign, visits to the Spanish pages of RTC’s website increased by nearly 200%. The campaign generated overwhelmingly positive results, with a surge in community engagement, as evidenced by an influx of comments and excitement from viewers.