Project: Guardrail Replacement Project
Client: California Department of Transportation (Caltrans)

In 2021, Caltrans was faced with the prospect of replacing the guardrail on the 101/80 interchange, which required a closure to all traffic in the on-ramp to the Central Freeway. More than 2,000 vehicles per hour regularly travel through the corridor, which would be closed from 10 p.m. on Friday until 5 a.m. on Monday.

Keough Consulting was brought in to plan and execute the media buy, including researching, developing a media plan, negotiating, booking, developing creating, translating, trafficking, and reporting on the project from start to finish. Based on not only advertising impressions but also a lack of complaints from travelers, Caltrans deemed the campaign a success.