Street Art-Inspired Campaign For Tampa Bay Transit Riders

Pinellas Suncoast Transit Authority (PSTA), the public transit provider for Pinellas County in Tampa Bay, Fla., is launching its first campaign in several years to support its services, particularly its more innovative features, like free wi-fi and a mobile app.

Although the service was responsible for more than 12.4 million passenger trips in 2017, the PSTA is seeking to expand its awareness to make itself relevant to homeowners, business owners and corporate executives.

Developed with agency FKQ Advertising + Marketing, the creative is inspired by street art that can be seen while riding the system. The St. Pete by Ricky Watts mural is considered a "hallmark of the community," says an agency spokesperson. The ad's typography was hand-drawn by an in-house FKQ art director to mimic the graffiti and capture the artistic feel of the mural.

The campaign's centerpiece is a 30-second TV spot targeting non-riders living in the community, aged 25 - 54.

Additional campaign elements include digital banners and displays, paid social as well as out-of-home activations involving three full bus wraps, four bus halves, and five "King Kongs" otherwise known as 1/4 ads adorned on the bus.

The campaign runs through March.

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