In 2021, transit agencies across the nation were reeling from losses in ridership. With a commitment to ensuring the safety of riders, nearly all of them were mounting campaigns to encourage a return to transit.
SMART’s Welcome Back campaign launched in May 2021 and ran throughout the summer. Keough Consulting created and executed the paid media strategy, developed the campaign creative, and produced final reporting for the measurably successful campaign. The campaign featured bilingual (English and Spanish) display ads; LinkedIn, Instagram and Nextdoor ads; radio spots; and advertising on podcasts, programmatic radio and Spotify. Ads featured food destinations, weekday outings and the potential for adventure along with the family-friendly nature of the train.
The campaign generated more than 7 million gross impressions and a 55% increase in visitors to the SMART website. Based on that success, SMART brought Keough Consulting back for another campaign in fall 2021.