Golden Ears Bridge Tolling Project Marketing Strategy
Take the better route.
When it comes to educating an audience, you can produce a pamphlet or create a website and hope that people read it. Or you can give people an experience that will actually engage them in learning. With the opening of the first electronic toll bridge in Western Canada, we chose the more interesting route.
SHOWING THE WAY
We created a road show that traveled around to various communities to help educate people. The highlight of these road shows was a large-scale model that we had commissioned, which demonstrated the process of tolling by physically showing how a vehicle’s transponder would connect to an overhead camera. Community Ambassadors were also on hand to answer any questions that the public might have.
The road show provided an engaging and experiential way for people to understand the tolling process before taking to the bridge. It’s another case of using the right channels to connect with an audience in the most meaningful and impactful way.
- Bridging the Gap
Context implemented a community education and awareness campaign around the process of electronic tolling – to explain the costs and demonstrate how the process would work.