Sacramento Regional Transit has been a staple in the region for more than 40 years. But the opening of the Golden 1 Center in downtown Sacramento created both a challenge and an opportunity for the transportation service: be a gateway to this new era of entertainment in the revitalized downtown…or be an afterthought. RT decided to shape their own narrative.
3fold crafted a branding concept designed to highlight the school’s focus on the STEAM pillars, and that appealed to all ages and audiences. The identity package visually communicated the school’s ability to create a fun and inspiring learning environment in the classroom.
3fold set out to make Sacramento Regional Transit relevant not only to the opening of Sacramento’s new Golden 1 Center, but also to the booming downtown core. Looking at trends, market analysis, and ridership research and sentiment, we created a campaign designed to breathe new life and purpose into the system while positioning it as one of the best ways to get to and from events year-round.
The “Relevancy” concept incorporated the specific events being held during the Golden 1 Center’s first months, tying those events to the benefits of riding lightrail. This was done by using cultural references such as song titles, lyrics or iconic imagery to tie RT to those individual experiences. The goal was to show that RT is not just a transportation option, it is part of the fan experience. The cultural tie-ins allowed RT to demonstrate to riders that the organization is on-the-move, relevant to today’s ridership, and directly tied to the activities happening in the city.
This fully integrated campaign included everything from a unique, how-to-ride light rail landing page with streamlined information, to social media, digital, outdoor, print and cinema advertising, along with use of RT communications channels, design of campaign-focused-focused train wraps, and a robust partnership strategy throughout the ridership region.
Additionally, 3fold worked with RT to offer free-ride opportunities to introduce new riders to the system, as well as an event partner to create event-specific station activation for riders on the way to those events.