The Atlanta Streetcar Assignment

Atlanta Streetcar Awareness Campaign

With the inaugural ride of the Atlanta Streetcar around the corner, raising awareness is of utmost importance in order to fill seats and remind passersby to look out for the large moving vehicles. The cars will provide easy, comfortable, and reliable transportation around a 2-mile loop in Downtown Atlanta, offering access to major tourist destinations, universities, businesses, and neighborhoods. The passengers will be made up of residents, students, tourists, and commuters.

Your challenge is to create an integrated campaign that speaks to the potential Atlanta Streetcar rider. Questions to consider answering with your campaign: What is their motivation for riding? Why is it better than their current mode of transportation? One of the goals of the streetcar is Atlanta Streetcar Awareness Campaign

With the inaugural ride of the Atlanta Streetcar around the corner, raising awareness is of utmost importance in order to fill seats and remind passersby to look out for the large moving vehicles. The cars will provide easy, comfortable, and reliable transportation around a 2-mile loop in Downtown Atlanta, offering access to major tourist destinations, universities, businesses, and neighborhoods. The passengers will be made up of residents, students, tourists, and commuters.

Your challenge is to create an integrated campaign that speaks to the potential Atlanta Streetcar rider. Questions to consider answering with your campaign: What is their motivation for riding? Why is it better than their current mode of transportation? One of the goals of the streetcar is to erase neighborhood lines created by interstates and highways. Why does this matter and how is it achieved?

Target Audience

·       Downtown visitors (tourists, conference attendees)

·       Pedestrian traffic (cyclists, residents)

·       Commuters (students, professionals)

Deliverables:

·       Logo and tagline

·       Contextual outdoor campaign

·       :30 and :15 Television spots

·       Print elements (i.e. tickets, postcards, print ads)

·       Social Media Awareness Campaign

·       Timetable responsive website

References:

http://streetcar.atlantaga.gov/

http://www.atlantadowntown.com/initiatives/atlanta-streetcar

http://atlantadowntown.com/initiatives/atlanta-streetcar/safety

https://www.facebook.com/AtlantaStreetcar

http://atlanta.curbed.com/tags/atlanta-streetcar

  
 NEW CAMPAIGN TEAMS:

1. Arnel & AnnaKate

2. George, Nick, Mike

3. Michelle, Mariana, Andrew

4. Andy, Danteng, Mirely

5. Kody, Matt, VyVy

6. Andrea, Courtnie, Rebecca

7. Michael, Tyler, Ashley