Best Transportation Integrated Ad Campaign

The Express Lanes are toll roads near Washington, D.C. in one of the most congested regions in the US. Tolls change every few minutes based on real-time road conditions to manage traffic and maintain speeds. More simply – it is supply and demand applied to a fast trip on special lanes.

As customers and travel on the Lanes have increased, so have the tolls to manage the demand. Users face higher tolls for the same trip they’ve traveled for months. Increasing tolls discourage potential customers. To draw new customers and avoid revenue loss among existing users, we launched an online campaign to communicate the value of a faster, more reliable trip on the Express Lanes using stories from our customers.

The campaign uses diverse and passionate customers who describe in 30-second videos how the Express Lanes have improved their quality of life by reducing the time they spend in traffic. In the videos, customers share how their travel on the Lanes allows them to focus more time on their priorities – family, loved ones, a growing business and balancing work with a growing family. Using information from the testimonials in the videos, we created static and rich ads to showcase the customer stories. The ads and online videos were used across digital, mobile and social channels. The ads directed viewers to a dedicated page on the Express Lanes website that featured the customer videos. The videos were promoted on the Express Lanes Facebook and Twitter accounts as well as featured on digital and mobile channels.

Contributors:

Vice President, Corporate Relations:	Eric Sutton
Corporate Relations Associate:	Christine Manley
Senior Corporate Relations Associate:	Mike McGurk

TRANSURBAN (USA) INC.

Location: USA