REGULAR ROUTE PROMOTION

"Come on, Let's Go" Campaign:

So many people were negatively impacted by COVID-19 and the pandemic. Isolation was identified as a real problem. Many of us needed companionship, human connection, affection, and around loved ones in order to heal. The COVID economy robbed so many people of their jobs, their income, and even their businesses. Indian Trails, for the first time, decided to do a campaign that was about more that just affordable travel. This campaign sought to persuade people to start to live their lives again. With bus travel so affordable, it was a great way to reach into those populations that were both isolated and had limited funds for travel.

The campaign used research pointing to who could best benefit from bus travel and why they would be likely to go somewhere on a bus. Thus, three campaign themes emerged:

• Students needing to go home for family time.
• Men that had no car but wanted to feel connected to friends.
• Older women needing safe travel options for big life events.

All three perspectives of the campaign were tested and run in a variety of media and platforms with the goal of increasing ridership and generating positive brand equity.