22
In big cities, public transit is a staple, but in Boise, the bus has a perception problem. Many think it’s dirty, slow, and inconvenient — but research reveals the opposite. Riders who actually use it love it. We set out to shift perspectives and align the bus with everything that makes Boise cool.
Public transportation awareness in Boise, Idaho — an increasingly car-centric city — remains low, with market research revealing widespread misconceptions about bus transit being inconvenient, unreliable, and outdated. As one of the fastest-growing regions in the U.S., Boise faces mounting infrastructure challenges, making transit adoption essential for sustainable growth.
We launched a campaign to attract new riders and reposition transit as a vibrant, essential part of Boise’s evolving community. The strategy: make the bus cool. By embedding transit into the city’s culture and lifestyle, we set out to build trust, raise awareness, and inspire excitement.
The campaign showcases how bus transit seamlessly fits into daily life, emphasizing practicality, sustainability, and convenience. A mix of digital and traditional media targeted younger audiences and trendsetters, driving app downloads, encouraging first-time riders, and shifting public perception.
The campaign is ongoing, but in just four months, it has delivered remarkable impact: a 103% increase in downloads of VRT’s primary app, a 53% rise in web traffic to the new riders page, and over 5% average monthly growth in ridership.
None
