AB&C helps DART win first place at APTA AdWheel Awards

Aloysius Butler & Clark, one of the region's largest full-service marketing communications agencies, helped its client, Delaware Transit Corporation – DART, earn first place for Best Marketing and Communications to Increase Ridership or Sales – Comprehensive Campaign at the American Public Transportation Association's 2018 AdWheel Awards, for the innovative DART Beach Bus campaign.

The objective of the DART Beach Bus campaign was to raise awareness of the new Lewes Park & Ride, increase ridership and, in turn, reduce traffic congestion during the summer season. The public was offered the option to ride in the comfort of an air-conditioned bus, avoiding the stress and aggravation of driving in bumper-to-bumper traffic. The DART Beach Bus even had a dedicated bus lane, getting riders to their destinations faster, more safely and more cost-effectively.

The campaign utilized public relations, social media, print, radio, lifeguard stand and movie theater ads, hotel key cards, bar coasters and table tents to raise awareness. The "DART to" campaign highlighted the various destinations reached by the Beach Bus, such as "DART to the Boardwalk" or "DART to the Nightlife."

"Our team is very proud to be recognized for our innovative and compelling work that stretched beyond traditional tactics and inspired new behaviors throughout the state of Delaware," said Paul Pomeroy, president of AB&C. "This award is a true testament to the team's efforts to understand our target audience, deliver a simple, yet relevant message, and offer clever creative."

The 2017 season of the DART Beach Bus was proven successful with an unprecedented ridership increase of over 21 percent, thanks to the launch of a new brand and implementation of strategic advertising. As a result, fewer cars were on the beach-area roads, thus reducing congestion.

The AdWheel Awards recognize the marketing and communications efforts of APTA's membership nationwide. The annual awards competition creates a structure to share best practices and to raise awareness of the value of public transportation marketing professionals within the industry.