Olympic Bus Lines

OVERVIEW:

With an audience encompassing tourists, day-trippers and senior citizens on their way to medical appointments, Olympic Bus Lines of Seattle, WA, needed to cast a wide net to help its business grow. They turned to Effectv for a multi-screen marketing program to build awareness and boost ridership.

STRATEGY:

To reach the widest audience, Olympic Bus Lines' advertising - featuring a pair of crabs who appear in all of its marketing - utilized a high-frequency campaign on top TV networks like ESPN (including Monday Night Football), Root Sports, Food Network, History, Lifetime, Golf Channel, Discovery, Syfy, TNT, CNN and FOX News. On Xfinity.com, banner advertising linked to the company's Facebook page. In addition, to help promote a popular regional crab festival, Olympic Bus Lines used geographically targeted advertising on Xfinity.com to reach the communities closest to bus stops in Seattle to let residents know they could enjoy the convenience of a bus ride to the event. The ad included two clickable links, one for more information about the festival and one for the bus schedule.

SUCCESS:

  • 490 engagements with online advertising.
  • .51% click-through rate from online advertising, exceeding national average for tourism category.
  • 100+ Facebook followers from “Dungee & Ness” campaign.
  • Steady to increased ridership year-over-year.
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