PSTA SunRunner BRT
PROJECT DESCRIPTION
Over a series of contracts as marketing firm of record for the Pinellas Suncoast Transit Authority (PSTA), Jones Worley created the name and brand for a new BRT line, the SunRunner. Jones Worley then developed a comprehensive marketing and advertising campaign to promote the BRT during the pre-launch, launch, and post-launch phases.
Jones Worley used peer research and client-specific direction in a creative process that delivered branding with a local flair. The logo is a colorful, retro design reflecting the funky, throwback vibe of St. Pete (nicknamed “the ‘Burg”) while highlighting the region’s prime attraction – the sun, represented by the warm, welcoming yellow and mint-green station and bus branding.
CLIENT
Pinellas Suncoast Transit Authority (PSTA)
LOCATION
St. Petersburg, Florida
ASSIGNMENT
Naming, branding, logo design, wayfinding and signage, advertising, community outreach, media buying, and strategic marketing communications
Jones Worley used myriad tactics to accomplish PSTA’s goals, including promotional and instructional videos; a SunRunner web subsite with an interactive map with layers for parking and local businesses; how-to-ride door hangers/brochures; blog series; and a multi-faceted advertising campaign incorporating billboards, restaurant posters, digital display and audio spots, social media, and streaming TV. A companion bus lane campaign was also created to educate local drivers on how to safely use the new red lanes, and detailed station maps highlighted nearby points of interest for new customers. Jones Worley’s efforts were paired with PSTA’s business and community outreach program, including a unique “Gold Card” discount program to drive ridership on launch day and encourage patronage of local businesses that were inconvenienced during construction.
Shortly after its introduction, the service quickly became the system’s No. 1 route and has expanded with extra buses and the addition of a new station. Further, vehicle crashes along the SunRunner route were 25% lower than the year prior to launch.
PSTA achieved the 2023 Outstanding Public Transportation System APTA award, based significantly on the SunRunner’s success.
In 2024, PSTA, Jones Worley and H.W. Lochner were awarded the Excellence in Inclusive Collaboration APTA award for their work on the project.
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