Pace was ready to launch a premium express bus service called Pace Pulse. The route featured faster service with limited stops, Wi-Fi, heated bus shelters with a pavement snowmelt system, better ADA accessibility, and real-time bus arrival information. The buses even communicated with traffic lights to minimize reds and extend greens. But as a brand new offering, nobody knew any of that.
We drove anticipation and awareness with a movie trailer theme and framed up their soft launch as a “Sneak Preview.”
This launch was a big deal for the suburban transit system so we rolled out the purple carpet. Press coverage, movie props, buckets of buttery popcorn, and paparazzi-style photos made local dignitaries truly feel like VIPs.
Numbers were strong out of the gate and when Pace shifted to daily service ridership really surged.