Best Travel Rich Media Online Ad

Rideshare Thursday
MSRC (Mobile Source Air Pollution Reduction Committee) has a goal of reducing the number of cars on the road. To that end, the �Rideshare Thursday� public awareness campaign was developed as a means of promoting the benefits of ridesharing and to encourage Southland �solo commuters� to use alternative commute modes at least one day per week.
The campaign ran in the South Coast Air Quality Management District (AQMD) which covers Orange County and parts of Los Angeles, Riverside and San Bernardino counties.
Our target audience was all commuting adults with an emphasis on ages 20-49, those most likely to make a change. We tapped into the emotion of a specific group �the Cost Conscious Commuter.� Through our research we learned that the key driver for this group is saving money. Commute distances in the region can be long, and solo commuters can save significant expenditure by operating vanpools, or taking turns driving to their place of work in their own vehicles. And this group was open to using public transportation if convenient.
Fraser developed a geo-targeted digital media ad campaign that drove clicks to a custom Rideshare landing page which served as a hub for the Rideshare Thursday campaign. Solo commuters were then able to connect to their local 511 website to find out more information about the benefits and importance of ridesharing.

Contributors:

Sergio Belletini:	Creative Director
Van Secrist:	ACD - Digital Art Director
Lisa Ansis:	ACD - Writer
Ilene Prince:	V.P. Account Manager
Paul Davis:	Integrated Senior Desginor
Pieck Panikabutr:	Digital Artist
Laura Bearer:	Production Manager

FRASER COMMUNICATIONS

Website: www.frasercommunications.com

Location: USA

About the Agency:

Fraser Communications has been in the business of growing our clients’ brands since 1998. As a full-service communications agency, Fraser Communications creates award-winning, integrated advertising and public relations campaigns for clients ranging from Fortune 500 companies to government agencies and non-profits. At Fraser, we continually raise the bar on innovation. That’s why we won “Digital Agency of the Year 2011” from thinkLA. And it’s how we continually go above and beyond the “standard.” Visit our site to see our current work and learn how we can grow your brand or help with a new project: http://www.frasercommunications.com Specialties: Advertising, marketing, market research, display advertising, media planning, media buying, qualitative research, quantitative research, strategic planning, outdoor advertising, SEO, SEM, interactive marketing, search, public relations, social media