A Gift to Virginians: Virginia Breeze

Target Audience: Potential passengers who reside within 25 miles of the Piedmont Express and Capital Connector routes (https://virginiabreeze.org/routes/).

Strategy Objective:Our primary objective for the campaign was to increase January and February ticket sales for the Piedmont Express and Capital Connector routes The call to action was to purchase tickets during the sale window to receive the 30% discount.

Situation Challenge: While ridership has increased on all four routes of the Virginia Breeze recovery has been slower for two of the routes, Capital Connector and Piedmont Express. To increase ticket sales for January and February, which historically have lower ridership, we created a Cyber Monday campaign for the Capital Connector and Piedmont Express. The ads promoted a 30% discount for tickets purchased for trips taken during January and February.

Results Impact: This campaign was part of a broader strategy to increase ridership for the Capital Connector and Piedmont Express. Ticket sales for the Piedmont Express increased 46% over 2021 ticket sales during the same time period and Capital Connector ticket sales increased by 11%.

Why Submit: Effective transit advertising is essential for ridership recovery after the pandemic. The cyber monday sale, the first we have done, was successful and should lead to repeat customers and increased engagement with our social channels.