DCTA has launched a new campaign to increase A-train ridership during the I-35E construction.
Photo credit: Denton County Transportation Authority
The Denton County Transportation Authority (DCTA) on Jan. 13 announces the launch of its year-long marketing campaign, positioning itself as an alternative for transportation during the construction along the I-35E corridor which began last October 2013 and is ramping up this month.
The agency is looking to increase A-train ridership by encouraging current and potential passengers to ride its commuter rail to avoid heavy traffic on I-35E for a hassle-free commute.
The new campaign promotes relaxation and avoidance of traffic commuters can enjoy on the A-train with headlines such as “Get on Board the No Hassle Commute” and “Construction Slowing You Down? Ride the A-train.”
“We are excited to launch our new year-long A-train marketing campaign,” said Jim Cline, president of DCTA. “DCTA is a leader in advancing public transportation alternatives, and with the upcoming I-35E construction, we wanted to inform commuters that the A-train is a viable option to help them avoid traffic and enjoy a hassle-free commute while traveling along the I-35E corridor.”
Major goals of DCTA’s new marketing campaign are to provide hassle-free alternative transportation during the expansion of I-35E, help increase A-train ridership by 10 percent over FY13 and to generate awareness of the campaign utilizing traditional and social media.
The fully-integrated marketing campaign includes:
- Billboards along the I-35E corridor
- Print advertisements
- Social media marketing
- Gas station media
- Website home page