Link Transit Supergraphics Project

Target Audience: The target audience for this entry included current riders, but it was largely an effort to create greater visibility in the community for the agency's services. Link Transit does not sell advertising on its vehicles, resulting in a relatively homogenous fleet display. By highlighting the unique history, geology, people and stories of North Central Washington in large eye-catching billboard-sized vinyl applications Link was able generate a new level of interest in its 14-community service area. Link hired local indigenous artist Mary Big Bull-Lewis to design a series of four graphics celebrating the deep connections to the land of the Wenatchi people. Wenatchee native Dave Hoyt designed four images related to modern historical narratives and industry.

Strategy Objective:The objective of this entry was to use striking images inspired by the unique history, geology, people and stories of North Central Washington to create a sense of community pride in the Link Transit system and the people and places the agency serves. Link staff also wanted to engage the community in a new way by using its vehicles as moving billboards with dynamic images celebrating the strong sense of place shared by people living in the agency's largely rural service area. These images not only engaged from the outside, but from the inside as well as guests reflected on bus applications and their connections to the landscapes they were traveling through. By highlighting indigenous stories, Link was able to bring greater awareness to indigenous stories and geographic place names.

Situation Challenge: Because Link Transit's fleet was so visibly homogenous before the creation of the Supergraphics project -- it became largely invisible to car-owning members of the community. There was a general perception that Link Transit buses were for paratransit or for people who had no other way to get around. The Supergraphics project, with it striking images, helped to build a sense of community pride not just in the voter-supported services of Link Transit, but in the place all of us call home. Rolling out the images one at a time, kept up a constant level of interest as community members looked for new designs. The project continues to resonate as people talk about their favorite design or the significance of a particular design as it relates to North Central Washington State.

Results Impact: The Supergraphics Project generated a significant amount of community awareness as the various designs were launched into service. Newspaper articles highlighted unveilings of the different images. Social media groups shared the different designs, with one video unveiling generating more than 20,000 views. Coach operators are excited to drive the vehicles with the displays and community members often approach marketing team members at public events to talk about their favorite designs and how many they have seen "in the wild."

Why Submit: This entry should receive an AdWheel Award for its creative approach to raising awareness and community pride in the Link Transit system and the area it serves. The striking images by two regional artists, one an indigenous Wenatchi tribal member, connect public transportation to a shared history that is unique to our place. Through social media and word of mouth in our driver ranks and in our community, this project has significantly contributed to greater understanding of the essential role of Link Transit as a safe, reliable and efficient public transportation system that promotes access to destinations and quality of life.