With a July 26 opening date now set, Metro on June 24 unveiled three television ads to further increase public awareness of the Silver Line. The 15-second commercials, which will begin airing later this week, encourage the region to “look alive, good times are ahead,” while creatively highlighting the benefits of the new line: access to employment, entertainment, and shopping without the hassles of traffic or the expense of gas and parking.
“Now that opening day is in sight, it’s time to get a little excited,” said Lynn Bowersox, Metro assistant general manager. “These ads are intended to showcase the benefits of the Silver Line and get the word out about the opening date.”
Metro has been conducting outreach to educate current and prospective Silver Line riders across the region for several months, distributing more than 100,000 pieces of information at stations and community events, sporting venues and area festivals. The information includes a Silver Line brochure and an updated Rider’s guide featuring the new system map. A special website, silverlinemetro.com, has detailed information regarding the five new stations, parking and biking, fares, and points of local interest.
“The campaign moves us from ‘how to ride’ to ‘why to ride’,” said Bowersox. "While keeping our message entertaining, we hope to make commuters and leisure travelers alike think about the opportunities that come along with the new Silver Line.”
In addition to the broadcast ads that will air on local television stations in English and Spanish, print ads will appear in July in five languages in community papers, business publications, and online news sites. Movie theater and radio promotions will roll out later this summer, as will post cards mailed to homes near the new stations. Metro will also utilize transit advertising space in its stations and on its buses this summer to promote the new Silver Line.
Silver Line trains will run between Wiehle-Reston East station in Virginia and Largo Town Center station in Maryland, making all stops through Downtown D.C. The first phase of the line, opening on July 26, includes five new stations along an 11-mile extension of the Metrorail system. A second phase of the line will eventually extend to Washington Dulles International Airport west to Ashburn.
Phase 1 of the project will add four new stations in Tysons, Virginia’s largest employment center, and one station in Reston.