We began by hosting focus groups. Two of the main takeaways from these focus groups were: people who have Express Lanes in their area and have tried them can quickly articulate their benefits; and people can see the value in Express Lanes when they benefit from them directly and in situations where they really need to save time. People do not connect with benefits for the greater good; it had to be personal.
Based on these findings, CIG developed a campaign to highlight the specific benefits of Express Lanes: “When it matters most.”
The first phase of the campaign was focused on encouraging people to try the US 36 and I-25 Express Lanes. Various campaign scenarios were chosen to make the story relatable and showcase the approximate time savings and affordability of using these lanes. The team used digital banner ads, traffic radio and bus posters, as well as grassroots outreach through social media, partner agencies and public information officers.
The second phase was specific to the I-70 mountain corridor and encouraged people to try the Express Lane, as well as highlighted the specific benefits that it’s a choice and can be a reliable tool when you really need it. The campaign included digital banner ads, social media, resort media such as chairlift panels in Vail, Breckenridge, Copper Mountain and Keystone, as well as digital chairlift panel ads, digital ads at food halls, lodges and ticket booths at the Winter Park Resort. The outreach also included social media posts and information distributed through partners, such as Go I-70.