PSTA's Countdown to SunRunner!

Target Audience: The target audience for this campaign was the general public, both local residents and repeat tourists to the area.

Strategy Objective:In partnership with the acclaimed Atlanta-based Jones Worley, we designed several print-ready and handout materials in preparation for SunRunner's launch. Our brochure and billboard designs would serve as the marquee print spotlights on the upcoming launch. Not only did both feature the opening SunRunner route, but they also highlighted the unique dedicated SunRunner lane and onboard amenities such as free Wi-Fi, digital displays, bike racks, and charging stations at each seat.

Situation Challenge: We were launching our long-awaited SunRunner, our premier, first-ever Bus Rapid Transit line that connected downtown St. Petersburg and St. Pete Beach, and couldn't pass on the opportunity to share our insatiable excitement with the public. While we had a strong social media campaign already moving forward, we didn't want to neglect the power of a print media campaign as well.

Results Impact: Our print media campaign and billboard helped raise awareness for the SunRunner's launch, leading to huge turnouts on launch day and since. Our first weekend of launch brought out 10,000 riders and the first month topped 63,500 riders. These marketing materials were integral to drumming up excitement and anticipation for this decades-in-the-making launch.

Why Submit: Our brochure and billboard are great examples of how print media is still a valuable asset and brilliantly complements social media efforts. Jones Worley was an invaluable ally to partner with for this project and helped us take this print campaign to the next level. The brochure gave people all the highlights of what the SunRunner would provide to riders, and the billboard made drivers aware of the new car-free alternative coming to their area.