“Transit Moves Florida” Campaign

About Project

Public transportation connects Floridians to opportunity, yet the story of how transit supports communities statewide had never been communicated through a unified voice. Florida Public Transportation Association (FPTA) launched the “Transit Connects Florida” campaign to promote transit ridership, strengthen public awareness, and align messaging across Florida’s many diverse communities.
The challenge was significant: Each asset addressed multiple unique local audiences, yet the campaign needed to create a clear, unified message that could represent public transportation across the entire state of Florida.
The strategic insight behind the campaign was simple: when people understand how transit connects them to everyday opportunities — healthcare, jobs, family, and recreation — they begin to see transit not just as transportation, but as an essential community connector.
The campaign positioned transit as more than a mode of travel. Creative messaging highlighted how transit links riders to healthcare, employment, family connections, recreation, and Florida’s natural spaces while also emphasizing transit’s role in economic growth, safety, and environmental sustainability.
To ensure both statewide consistency and local relevance, the campaign developed a comprehensive portfolio of creative assets across television, radio, print, outdoor, digital, and social media platforms. The assets presented a unified brand voice while allowing flexibility for localized outreach.
A key component of the effort was a dedicated website that emphasizes the importance of transit in Florida and includes a “Find Your Ride” tool that helps users locate transit services across the state.
The effort launched with a media event at the Florida State Capitol featuring Rep. Shane G. Abbot (R-District 5). This high-profile function secured earned media coverage and elevated legislative awareness of the essential role transit plays in Florida’s communities as it developed the 2025 budget.
The campaign delivered exceptional reach and engagement — more than 106 million statewide impressions, 4.5 million Facebook and Instagram views, 60 million billboard impressions from 54 placements (including high-visibility boards in Tallahassee during the legislative session), and nearly 1 million Google Ads engagements with a 14% interaction rate — well above industry benchmarks.
By showing how transit connects Floridians to the opportunities that shape daily life, “Transit Connects Florida” provided messaging across and strengthened public understanding of transit as a vital link between people, communities, and possibility.