DART

Services (in order of what we’re good at/type of preferred business):
Strategy Development, Branding, Integrated Marketing, Experiential Marketing,
Consumer Insight Research, Social Media

Alchemy at AMS joined forces with Dallas Area Rapid Transit (DART) just as it was launching one of the most significant service expansions in its history to create an integrated campaign to build awareness and ridership for the much-anticipated opening of its Orange Line to DFW International Airport.

Beginning with strategic planning and creative ideation, we crafted an approach around the idea that DART connects you to the world. The fully integrated campaign included traffic and cinema spots, radio spots, digital outdoor, transit and print advertising, consumer sweepstakes, as well as PR and experiential pop-up events. Fueling a huge amount of wanderlust, the “DART to DFW” campaign amassed more than 25 million media impressions and increased ridership to the DFW Airport beyond expectations during the launch.

Then the transit experts wanted to tackle an even loftier objective: Change overall consumer perceptions of DART by getting current riders to use DART for new occasions and non-riders to think of DART differently and consider taking it for new occasions. Our team created a marketing plan that integrated the entire consumer experience through paid, owned and earned media utilizing video marketing, print and digital ads, out-of-home and transits ads, and social media.

To position DART as the trusted guide that empowers discovery, the “DARTable Gems” campaign highlighted 50 unique “gems” (locations of the unusual/interesting variety) that were “DARTable” (within a short walk of a DART station or stop). And the results were outstanding—more than half of respondents who saw the ads said they were willing to explore a DARTable Gem using DART, and travel for leisure ridership increased from 68% to 74% with an even bigger increase among existing riders—from 70% to 83%.