New Public Transit Brand Advertising Platform
Business Opportunity
Prior to the project launch in 2009, majority of advertising conducted by Edmonton Transit System was visually inconsistent and lacking an explicit brand proposition. To better target and resonate with market segments, Nathan led development, as well as the go-to-market strategy, for a new adverting platform and corporate slogan. The brand strategy involved positioning Edmonton Transit System as the preferred choice of travel by showcasing the every day advantages public transit offers.
Actions + Outcomes
Working with RED the Agency, three separate brand platforms were developed under Nathan’s strategic direction. Each platform was then evaluated among key market segments (in partnership with Leger Research Intelligence Group) in terms of appeal, brand alignment and message clarity. THE EVERY DAY WAY® platform emerged from research with notable distinction, and as a result, was selected.
With the new ad platform developed, Mr. Walters led the multi-channel launch campaign with much success.
One year after being in market, the creative platform and slogan achieved as much as 70 percent aided recall among target segments.
Research indicated that frequent commuters continued to deem the creative relevant and appealing two years after launch.
