Messaging:

Now there's a safe and economical way to get around the Bay Area at night.

Strategy: Awareness

• Created a campaign showing "creatures of the night" riding the all-nighter buses
• Outdoor - 30-sheet billboards in high-traffic areas
• Outdoor - posters in transit shelters, and inside all transit vehicles
• Radio
• Online Banners on SFGate and other local news publications
• MaxRacks in night clubs and restaurants

Strategy: Response

• Direct Mail package—introduction letter, poster, and free ride passes—to employers, like hotels and hospitals, who employ late-night shift workers
• Street Teams - in targeted "hot spots" around SF handing out information cards and free ride passes