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Valley Regional Transit is the public transportation authority serving Boise and the surrounding Treasure Valley, offering reliable, sustainable, and community-focused bus services to connect residents across the region.
The "Let's Ride BOI" campaign aims to encourage Boise residents to consider using the bus as a practical and engaging transportation option by aligning the transit experience with Boise's vibrant culture. The campaign will focus on building excitement and awareness of VRT's reliable services, targeting the creative, sustainability-focused, and trend-setting individuals within the community.
Many Boise residents believe that the bus is not for them. Despite its accessibility, the bus remains largely invisible to the community, with the perception that it’s inconvenient and lacks connection to the city's dynamic lifestyle. Our campaign was to shift public perception and encourage ridership—knowing it only takes once for a new rider to fully embrace public transit and realize its benefits.
The campaign reframes bus usage as a smart, community-driven choice, highlighting the personal and environmental benefits. Through a savvy and bold creative platform and smart media placement, the campaign is reaching our target audience with messaging that positions VRT as a reliable, sustainable, and culturally relevant option that "people like me" use.
Although the campaign has been live for just a few short months, we are already seeing positive results! After launching in June 2024, the campaign has resulted in ridership increasing 10% in Boise and 45% on the Intercounty routes. The VRT Umo app downloads are up 105%, with the highest new app downloads in the 4-years since it was launched. As we enter fall and winter, we expect to see those numbers rise. Ride on!
Idaho, a very conservative state, faces challenges in transit funding due to political and cultural factors.
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