Nostrum was charged with combating limited awareness and a year-over-year decrease in ridership:
Approach
- Through research, Nostrum determined that visibility needed to be increased and opinions changed in order for behaviors to shift
- LBT needed to positioned as a viable and desirable transportation option
- Nostrum conducted media research to determine where our target audiences were most receptive to transit information
- Nostrum executed the new brand within multi-media and multi-lingual campaigns, including broadcast, print, out-of-home, collateral and digital and social media
- Creatively we adopted an approachable brand with a vivid color palette and bold imagery
- Nostrum developed several unique messages including portraying public transit as sensible and progressive
- Messages were guided by an established set of LBT rebrand standards
- Nostrum extended messaging across different sub-brands including a Rider Rewards Business Partnership Program aimed at leveraging mutual partnerships with local businesses
Result
- Nostrum successfully rebranded LBT as a customer-centric company servicing a wide variety of riders in a progressive manner
- 30% increase in ridership over the previous summer was achieved via a multi-layered media approach for maximum reach and efficiency
- Performance on the AquaLink route far exceeded the Client’s expectations with a 38% increase in ridership
- Nostrum’s 10-month social media campaign was also a success, increasing LBT Facebook fan “likes” by 9,000 to almost 17,000 fans
- Social media engagement also hit an all-time high of 300%
- Nostrum’s promotional efforts for LBT’s new First Street Transit Gallery enhanced LBT’s positioning as an advocate for Long Beach’s revitalization and urban renaissance
