MiWay, the public transit operator in Mississauga, is the most recent addition to our portfolio of public transit clients. After years of planning, the final station of the Mississauga transitway will open this fall; the transitway itself has been open since 2014 when the first four stations opened.
There has been major investment into the transitway over the last decade, as the project is part of an Ontario Smart Growth program to develop the GTA. Here at Acart, we were tasked with creating a campaign to attract riders to the transitway, increasing ridership and creating awareness of the benefits of taking the transitway.
With these objectives in mind, we focused on the immediate, tangible benefits for commuters – dedicated bus lanes, no traffic lights, and buses arriving every 5 minutes during peak hours.
Our creative consisted of highly-visual, uncluttered ads, with minimal copy for easy reading and comprehension by multilingual audiences. Our target audiences were young professionals, young service workers, and anyone with origins, destinations, or connections along the transitway.
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Campaign tactics included social media (Facebook, Youtube), banner advertising, transit shelter wraps, transit exteriors, and bus wraps, Tim’s TV, lobby screens in key office buildings along the transitway, the Modern Mississauga Magazine – and even a 360 video! All of the advertising creative points to a campaign microsite, where the public can go to learn more.
Our campaign also included an outreach plan to entice businesses and employees to experience the transitway. This included a social media influencer strategy, event ideas, a brochure and branded giveaways.
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Huge congratulations to everyone involved on a successful campaign. And if you’re in the Mississauga area – try taking MiWay on the Mississauga Transitway and let us know how it goes @AcartComm!