McKim was engaged in late 2011 to develop a comprehensive multimedia campaign for Winnipeg Transit’s new Southwest Rapid Transit Corridor. The enhanced service, which opened to the public April 8, includes a high-speed Transitway, state-of-the-art buses and three new Rapid Transit (RT) stations.

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“Rapid Transit is about the evolution of Winnipeg’s transit service,” says Jesse Cringan, McKim’s Account Director. “A campaign of this scope has to, in a sense, pull off double and triple duty. It has to build awareness and communicate upcoming changes plus encourage and promote adoption of the new service.”

An added challenge was two distinct groups – existing transit users and car commuters – needed to be targeted in differing phases. A first phase consisting of fully wrapped buses, transit kings and shelters ran from February to early-April and focused on generating awareness among the current users. The ads introduced the service changes and encouraged passengers to visit the transit website for more details.

A second phase of the campaign was launched in April and is still in market. It is aimed at encouraging adoption among prospective users through a combination of billboards and print, online and Facebook ads. These ads highlight the benefits of using transit for commuting.

“We felt it was important for the campaign messaging to focus on the speed and reliability offered by the service,” says Ron Sawchuk, McKim’s VP of Creative Services. “Rapid Transit is such a positive enhancement to our city’s infrastructure that the creative absolutely had to capture that, and it did.”

Ron is not new to the project; he designed the Rapid Transit logo back in 2006.

As well as developing the various campaign elements mentioned above, McKim’s new media and digital team worked collaboratively with Transit’s web manager to develop and launch the updated Rapid Transit section of the Winnipeg Transit website that serves as the service’s central information hub.