AFFIRM Assists Cincinnati Metro (SORTA) to Rapidly Exceed Pre-Pandemic Ridership Levels
Industry ridership average surpassed by 30% and Metro (SORTA) ridership up 34% since 2022
(Pewaukee, WI) AFFIRM Agency, a leading full-service marketing communications firm based in Pewaukee, Wisconsin, celebrates a major milestone with its long-term client, Cincinnati Metro (SORTA). Together, they have helped drive Metro’s ridership to exceed pre-pandemic levels, a national achievement in the transit industry. By 2023, Metro not only reached but surpassed 100% of its pre-COVID ridership, compared to the national average of just 70%.
As a trusted marketing partner of Metro since before the COVID-19 pandemic, AFFIRM played a central role in developing and executing marketing efforts that engaged the public and helped restore trust in public transportation. Strategic marketing campaigns in each year since the pandemic have been designed to overcome rider concerns or misperceptions, along with instilling confidence in Metro and in public transportation.
AFFIRM was instrumental in creating messaging for the launch of Metro’s ambitious growth plan, “Reinventing Metro”, which began in 2020. AFFIRM created the branding for the initiative and helped communicate the major service improvements to Hamilton County residents. Since the launch of Reinventing Metro’s service improvements in 2021 ridership on expanded weekday frequency routes increased by more than 126%. Overall, ridership for 2022 was up 29%, already exceeding pre-pandemic levels and was continuing to rise.
Building on that success, AFFIRM developed the “Get Up & Go Metro” campaign, aimed at attracting choice riders for leisure activities. Positioning Metro as the go-to transportation option for events and entertainment. This campaign allowed ridership to continue to grow during the beginning years of the pandemic as 2023 ridership saw a 32% increase over 2022.
In 2022, AFFIRM designed the bold branding for MetroNow!, Metro’s new mobility-on-demand service that launched in Spring 2023. Leveraging the visual style of the “Reinventing Metro” campaign, the MetroNow! brand helped generate excitement and accessibility for the service. With strategic marketing support from AFFIRM, MetroNow!’s ridership soared to an 115% increase in 2024 from 2023.
“AFFIRM’s collaboration with Metro has been key in aiding us to surpass post-pandemic ridership numbers by helping us meaningfully connect with our community”, said Dave Etienne, Director of Marketing, at Cincinnati Metro. “Their strategic marketing efforts and understanding of public transit have helped us not only recover but grow ridership and reach new audiences in innovative ways.”
AFFIRM has continued to help build ridership in 2024 by creating and launching a vibrant new marketing campaign, headlined Your Way To Go. This robust campaign includes many of the successful media tactics from past campaigns including digital online, print, outdoor, and radio to reach target audiences throughout the County. The creative takes a fun and engaging approach to boost bus ridership by emphasizing that Metro is, indeed, Your Way To Go by showcasing popular attractions in Hamilton County, Ohio.
“Transit is a core area of expertise for AFFIRM. With many years of experience working with Metro and other transit agencies, we have a deep understanding of our clients’ marketing objectives,” said Danny Mager, Owner of AFFIRM Agency. “Our team is skilled at effectively promoting public transportation to current riders, non-riders, and those who have stopped riding, with the goal of consistently increasing ridership.”
Cincinnati Metro’s leadership in overcoming post-pandemic ridership challenges is a powerful example of innovation and resilience in public transportation. AFFIRM continues to strategically plan ways for Metro to build ridership through unique and exciting marketing campaigns, partnerships, and events.
AFFIRM is a full-service marketing communications agency with expertise in social marketing and behavior change campaigns that positively impact public health, transportation, social causes, as well as product marketing and consumer influence. Headquartered in Pewaukee, Wisconsin the agency serves local, regional and national clients in Business-to-Business and Consumer markets. For more information, call 262-650-9900, or visit www.AFFIRMAgency.com.
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