Shelter Poster - Shelter posters reached riders right in context of the CDTA service
Interactive Wall Display - Strategic media buys reached riders during the holiday season at busy Colonie Center, a hub of many CDTA routes

Award Winning Transportation Marketing Campaign Coincides with Record Ridership

CDTA

The Challenge

Despite its enormous impact on the region’s economy, CDTA wasn’t consistently recognized as the economic force it is. With ambitious plans to bring new products and services to the market over the next 36 months, the Authority needed a superb relationship with its riders.

The Strategy

Leveraging specialized transportation marketing research, Burst developed a rallying cry – “Together We Ride” – underscoring all the ways CDTA helps riders get where they need to go: to work, play and what matters.

The integrated campaign was deployed across traditional and online media. Burst was trusted to produce the first television spot CDTA had undertaken in many years. Also launched was an interactive display in Colonie Center, where riders could use their mobile device to register for a giveaway.

The Results

The rollout and execution of the campaign coincided with another year of record performance for CDTA wherein they connected nearly 17 million riders to their destinations. In addition, US Senator Charles Schumer has spoken loudly, clearly and often in support of CDTA’s effort to secure public funding for its initiatives.

In addition, the campaign won a 2014 Addy Award for Best Integrated Campaign.

The TV Spot