Onboarding the Valley Line

The City of Edmonton needed a campaign to introduce a new low-floor LRT line in South Edmonton. This line, without crossing arms, gates, or bells at intersections, required educating residents on new traffic patterns and safety measures. The City also wanted to generate excitement about the new transit option amidst delays and safety concerns.

AM/FM’s strategy focused on creating clear, factual videos and assets to inform the public. The campaign faced challenges, including a three-year delay and negative public sentiment due to cracked platforms and violent incidents on the LRT.

The campaign’s execution emphasized straightforward communication to counter negative reactions. Collaborating with Strong Coffee Marketing, the digital strategy aimed to maintain a factual focus. The results included a reduction in LRT collisions and increased engagement metrics like video views and ad clicks. This campaign positioned the City for future success by effectively addressing public concerns and fostering a positive perception of the new LRT line. The approach highlighted the importance of clear communication and public education in infrastructure projects.

Results

A Reduction in LRT Collisions

Improved public understanding and navigation of the new LRT system.

Increased Engagement

Higher video views and ad clicks, indicating effective outreach.

A Positive Shift in Public Perception

Successfully addressed safety concerns and improved sentiment towards the new LRT line.

Enhanced Public Awareness

Residents became better informed about the new traffic patterns and LRT features.