GoMyWayVA™

About Project

Northern Virginia’s transportation network faces persistent congestion and unreliable travel times. The Virginia Department of Transportation (VDOT), the Department of Rail and Public Transportation (DRPT), the Northern Virginia Transportation Authority (NVTA), and the Fredericksburg Area Metropolitan Planning Organization (FAMPO) launched the Regional Multi-Modal Mobility Program (RM3P) to address these challenges through technology and data-driven solutions.
GoMyWayVA™, developed by Metropia as RM3P's flagship innovation, is a first-of-its-kind mobile app to feature a trip planner with estimated toll and driving costs and personalized Dynamic Incentives, rewarding users for shifting travel mode, route, or departure time. Arch Street Communications (ASC) led the integrated marketing and communications strategy to launch this platform through strong branding, commuter-targeted messaging, bold imagery, organic and paid social media, out-of-home advertising, and coordinated stakeholder marketing. The campaign aimed to gain a strong user base by generating excitement and trust around a new concept: incentivizing commuters to make better travel choices.
The campaign launched with an initial testing phase, leveraging feedback from early adopters to shape the development of the app and build a community of support around it. ASC deployed a comprehensive creative ecosystem including launch reels, feature explainers, static graphics, out-of-home advertisements, and a stakeholder toolkit with captions, FAQs, fact sheets, and email templates. Each component articulated the app's core value: personalized travel suggestions, real-time flexibility, and meaningful rewards.
At full public launch, GoMyWayVA™ achieved an average engagement rate of 16.15%, far surpassing typical benchmarks. Paid media generated 20,000+ impressions and a 4.1% click-through rate, signaling strong interest even in a competitive mobility-app landscape. Within weeks of the full launch, GoMyWayVA™ reached 2,500 users through organic social media alone, demonstrating strong audience resonance and adoption and establishing GoMyWayVA™ as a trusted regional mobility tool.
Through a phased, insight-driven approach and digitally driven campaign, ASC positioned GoMyWayVA™ as a meaningful advancement in Northern Virginia travel—connecting technology with people to help the region move through the day with confidence.