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Boise’s got a bus problem—but not the kind you’d expect. The buses are clean, convenient, and well-loved by actual riders. The problem? Hardly anyone believes that. So we launched a culture-forward campaign to make taking the bus feel less like a compromise and more like a cool, smart move. By tapping into Boise’s vibe, we got people to see transit in a whole new light.
Boise is booming — and getting more car-dependent by the day. Public transit is essential, but deeply misunderstood. Research showed most people thought buses were outdated, slow, and a last resort. Our challenge? Shift that mindset and get new riders on board. Our goals: raise awareness, drive app downloads, and grow ridership.
We made the bus cool again. A lifestyle-led campaign embedded transit into Boise’s culture, showing how it fits effortlessly into everyday life. We met people where they are — digitally and IRL — and invited them to see the bus differently. In just 4 months:
• 103% increase in app downloads
• 53% boost to the new rider page
• 5%+ monthly growth in ridership
In car-centric cities, public transit carries baggage — seen as slow, uncool, or a last resort. Boise is one of the fastest-growing metro areas in the U.S., but it’s still shaped by a drive-everywhere mentality. To succeed, this campaign had to do more than promote a service — it had to shift a mindset and embed the bus into the cultural fabric of a place where no one was asking for it.
No AI was used in this project.
