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Moving Drivers to Save Time and Money by Using a New Toll Road
SB&A was selected by the Pocahontas Parkway Association to introduce and launch Pocahontas 895. This Parkway is different from most toll roads because the road saves time AND shortens driving distance. Most toll roads parallel the non-toll route and save time by eliminating pedestrian walkways, stoplights and turning issues. Pocahontas 895 is actually a shorter route, which makes it more ecologically friendly, saving riders fuel and wear and tear on their cars and saving them time as well.
Focus group research performed by Brooks Adams Research (BAR) identified the importance of saving time and money as key motivators. Research results also indicated a need to educate the market about E-ZPass, an electronic toll collection system that allows a driver to purchase a prepaid toll tag and have tolls debited from an account. Pocahontas 895 allows drivers to drive through open lanes at highway speeds.
A comprehensive marketing plan, business liaison contact and media tour programs were initiated prior to the Parkway’s opening. The launch campaign strategy focused on a reliable, congestion-free ride along with saving time and fuel. The launch campaign consisted of print, radio advertising, direct mail and outdoor advertising. In the service zone, more than 100 displays and 10,000 brochures were distributed at E-ZPass sign-up events at major employers’ locations. The result of the campaign was the generation of 100,000 weekly riders, with 40% of riders using E-ZPass—15% higher than the initial use of Smart Tag/E-ZPass for the Powhite Parkway. Today, SB&A is working with Transurban to help market and provide ongoing supportive communications for Pocahontas 895. SB&A developed a successful advertising campaign to increase traffic counts and revenue by encouraging ridership of the Parkway during the summer of 2007 between Memorial Day and Labor Day. This “holiday” campaign targeted “get-out-of-town” audiences, including family vacationers, those taking weekend getaways, etc. The campaign strategy focused on promoting Pocahontas 895 as the faster, happier way to reach summer destinations by avoiding traffic and congestion in the city.
> View Pocahontas 895 campaign piece.
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