Halifax Transit’s 5-year Moving Forward Together Plan included the redesign of almost every route in the system. To make these changes as seamless as possible for riders and the public at large, Halifax Transit engaged Revolve to develop and execute a media plan to deliver the message.
We took a multi-pronged approach with digital, out-of-home, print and direct mail to guarantee high impressions and the effective dissemination of when, where, how and why these service changes were being made.
Knowing it was important for the message to get out ahead of the service change date of August 20th, the digital campaign began running July 31st and consisted of display ad units (big box via Spotify & mobile via in-app), pre-roll, programmatic audio and Facebook/Instagram video.
Since the service changes affected every rider differently, our call to action – “Find your changes” – prompted riders to learn more about the Moving Forward Together Plan.
The result was a smooth transition for both Halifax Transit and its riders. Following the execution of the media plan designed by Revolve, Halifax Transit saw an unexpected increase in ridership of 14% and a 7% boost in revenue.