goal:
Launch Brand; Generate Awareness, Leads and Increase Ridership
the challenge:
Launch a new brand and campaign to convince locals and tourists to leave their cars parked and use alternative transportation, walk or bike around Key West.
Additionally, we were tasked to name, brand and launch a new bus route designed to lessen traffic congestion on famed Duval Street. The biggest challenge was changing perceptions about the best way to get around.
insight & strategy:
Our team, in partnership with South Florida Commuter Services, the City of Key West and District 6, developed the "Car-Free Key West" brand, messaging and campaign that supports pedestrian and bicycle safety within the city.
We knew we had to change some minds – the car culture is entrenched in the Florida Keys, especially since driving is the most popular way to get to and from destinations linked by long stretches of road.
With Key West being a small island - only 4 miles long and 1 mile wide, a car is actually one of the least efficient ways to get around – we needed to get drivers used to the idea of parking the car!
The campaign aims to show how much more enjoyable (and often faster) it is to walk, bike, or take alternative transportation - rather than being stuck in a traffic jam.
We also created the brand and promotion of the new downtown circulator bus, "The Duval Loop" which runs a circuit adjacent to Key West’s world-famous main street.
Campaigns were targeted at tourists and Key West locals and showcased the benefits of a free ride to 16 of the most popular destinations in town.
The integrated campaign included the development of a highly interactive website, search marketing, online bicycle, pedestrian and Duval Loop maps, online display in travel-related sites and collateral materials to educate users.
the result:
- 75+ hospitality and retail businesses signed up to be partners in the first 3 months
- The campaign generated tons of publicity and positive responses from the community, including THIS article in a local paper and THIS video discussing the sustainability benefits
- Within the first three months of operation, the Duval Loop had a 300% increase in ridership
- The campaign was honored with a Florida Travel Choices Marketing Excellence Award – Learn more about the campaign and award HERE.
