LONG BEACH TRANSIT
LET’S
TRANSIT
A LIFT IN RIDERSHIP
As one of the largest public transportation agencies in California, Long Beach Transit didn’t have an awareness problem — they had a perception problem: “The bus is a great service, but it’s not for me.” “I’ll keep driving, even though parking sucks and gas is expensive.” LBT needed to reverse ridership trends, so they hired Commune to make a compelling case for non-riders to take the bus on the weekend.
3.9M
Video Playthroughs
190K
New Riders YoY
203K
Ad Attributed Bus Stop Visits tracked through LVR
116M
Spanish Language Impressions
LET’S TRANSIT
Commune broke down LBT’s community audience into specific segments, each with their unique motivations for considering LBT. From there, we rolled out our most aggressive ridership campaign to date – Let’s Transit – with tailored messaging that featured real-world use cases to enhance LBT’s reputation as a service for everyone. Combined with LVR reporting that tied creative to bus stop visitations, Let’s Transit has become LBT’s signature ridership promise for years to come.
RELEVANT MESSAGING
Let’s Transit is a flexible campaign that tells the LBT story across all services – from the bus to summer water taxis – and events like the World Cup and Grand Prix of Long Beach. By simplifying the messaging around cost and convenience, we’ve repositioned LBT as a legitimately fun option that’s part of the social fabric of Long Beach.
TL;DR
The passengers on the bus ride again and again, all through the town.
