Enhancing the lives 2.8 million people through positive local & regional impact.
+3.7%
increase in ridership over previous year since launching campaign
1,202
on-the-spot job offers in 12 months as a result of campaign
32
bus routes increased frequency due to RIDE ON hiring events
WEBSITE | PRINT | ENVIRONMENTAL | DIGITAL DISPLAY | SOCIAL MEDIA | VIDEO | RADIO
CHALLENGE
At the same time Metro Transit began to implement many major infrastructural enhancements throughout the entire system, they addressed one communications challenge that was equally mission-critical: Establishing a unified and positive brand identity that resonated with a diverse range of stakeholders. Metro Transit needed to be seen as a cornerstone of our region’s economy, accessibility and vitality.
With a dual mission to increase ridership and simultaneously engage residents, civic leaders, and neighborhoods about the transformative role of Metro Transit in our region, the stakes were high. Metro needed a comprehensive branding and outreach effort to shift public perceptions and a bold, cohesive campaign that would inspire action and drive results.
STRATEGY
At the heart of the campaign was a simple yet powerful message: “RIDE ON.”
These two words became the foundation for a brand evolution that encapsulates positivity, progress, and the essential role Metro Transit plays in the lives of 2.8 million residents. In April of 2023, we launched an integrated, multi-channel media campaign showcasing Metro’s contributions to economic growth, sustainability, and quality of life.
The “RIDE ON“campaign positioned Metro as a forward-looking, vibrant part of the community’s future, encouraging people to ride, support, and invest in their public transit. “RIDE ON” also aimed to address a pressing workforce challenge, using innovative strategies to attract and retain transit operators through focused recruitment efforts.
PUTTING THE BRAND INTO MOTION
The campaign’s digital hub is the Ride On Metro website. The site featured dynamic visuals to highlight Metro Transit’s impact on the community, showcasing content about progress, security, economic growth and sustainability driven by public transit, further reinforcing Metro’s brand promise.
IT MUST BE A SIGN
From bus stops to transit stations and buildings to billboards, “RIDE ON” was brought to life through bold environmental signage. Key messages and visuals were strategically placed to resonate with target audiences, encouraging ridership and community pride, reinforcing the idea that every trip contributes to a better future for the region.
PUTTING METRO ON DISPLAY
We created a comprehensive marketing strategy to strengthen Metro’s online presence and broaden their reach. The goal was to engage the community, boost awareness, and elevate Metro’s visibility across digital platforms.
Our digital media campaigns were designed to attract new riders and showcase Metro’s positive impact at a hyper-local level. Using geotargeted digital advertising, we reached audiences near transit hubs and high-traffic areas. Data-driven insights guided our strategy for display ads and social media posts, helping us connect with both residents and civic leaders by emphasizing Metro’s role in supporting communities and driving economic growth.
These efforts didn’t just increase engagement with Metro’s online content—they also brought in new audiences, laying the groundwork for them to become loyal supporters and advocates for public transit.
The Werremeyer team is part of our work family. They work to understand our organization and have become an extension of our marketing and communications team. Without the outside assistance they provide, we wouldn’t be able to accomplish half of the projects, objectives, or initiatives.
– Ted Zimmerman | Vice President MarCom – Bi-State Development
OUTCOME
The “RIDE ON” campaign was a significant achievement for Metro Transit, reinforcing its brand and driving measurable results.
In terms of ridership, Metro Transit saw remarkable growth despite initial challenges. Year-to-date ridership through August 2024 increased by 3.7% compared to 2023, with MetroLink up 2.4% and MetroBus up 4%. Notably, July and August 2024 marked the highest ridership months for MetroLink since COVID, and August saw MetroBus reach its highest post-pandemic ridership. While the year began with modest growth of 1% (Jan–Apr), the next four months surged by 6.3%, reflecting the growing impact of the campaign.
On the workforce side, Metro successfully addressed its hiring challenges. From June 2023 to June 2024, in-person hiring events yielded 999 on-the-spot job offers. These events saw steady growth, with June 2024 nearly doubling the number of operator positions filled compared to the previous year. Increased recruitment allowed Metro to expand service frequency on 32 bus routes and resume evening service on four high-demand routes, demonstrating the direct impact of the campaign on service delivery.
There’s a lot riding on your brand.