the watsons are thrilled to announce the launch of a new statewide media campaign to encourage connecticut residents to ride the state’s rail and bus systems.
transit is a trip!
nationwide, transit, has yet to regain its pre-pandemic ridership. so, we watsons partnered with the amazing ctrides and cdot to do something about that—and broke a mold or two in the process.
you see, transit is a wonderful thing. it’s not just good for the environment, it has countless benefits for the humans who call our planet home. but rather than create a traditional transportation demand management (tdm) campaign, we wanted to take our targets on a very special ride. one that was bold, out-of-the-box and that forged emotional connections and created new routines.
using paid social, out-of-home, digital display, sem, geo-targeting, and gas, bus, and train station advertising, we developed a concept that brings the benefits of transit to life in short, humorous scripted vignettes led by the brilliantly talented, and awfully funny, george hahn.
we see george on trains and buses engaging with other passengers, aka very talented actors, in a number of humorous scenarios—all of which allow our targets to see transit in an unforgettable way. and it’s encapsulated by our tagline: transit is a trip.
the campaign features brand colors and a modern, poppy, and celebratory illustration style to fly in the face of “uncool” transit expectations. and the inline font is a nod to transit lines.
extraordinary clients, brilliant cast and crew, it’s safe to say this campaign was a ride of a lifetime for all concerned.
