Metrolinx: More than transit

Canadian provincial government agency Metrolinx created the More Than Transit campaign to increase awareness, website visits and brand equity for its public transport network.

Summary of the marketing challenge, methodology, insight discovered, creative execution and business impact.

Metrolinx, the government agency responsible for regional transit service and infrastructure across the Greater Golden Horseshow Area (GGHA), was two years into a 10-year plan to deliver on their mandate to "Build a world-class transit network" across the region.

Despite Metrolinx making meaningful progress in the past 12 months on transit infrastructure, people's perception that Metrolinx could deliver on their mandate was still down -13%.1A social media scan revealed a stark human truth: People are preoccupied with their personal interests over the collective good....

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