Advertising, Media Planning
Putting the Peach Pass program in the fast lane.
Bringing a net-new brand to life.
The State Road and Tollway Authority (SRTA) of Georgia had just conceived of a new program for Georgia residents looking to avoid traffic on their commute. All they were missing was a strong brand identity and a way to get the word out. Enter The Partnership, a SAM-registered vendor ready to take on federal and state contracts. Collaborating with SRTA and the Georgia Department of Transportation, we built the Peach Pass brand from the ground up, establishing a logo, a visual identity, strategic messaging, and more.
Finding the moments that mattered.
As SRTA opened more express lanes, they sought to educate both their existing userbase and new potential users. The partnership and trust that we’d already established with SRTA empowered us to take on our next task: developing a campaign that would increase awareness of the VIP experience Peach Pass had to offer Georgia commuters and the expansion projects SRTA was undertaking. Our goal was to reach existing and new Peach Pass users interested in taking the Northwest Corridor Express Lanes, I-75 South Express Lanes, and the I-85/I-85 Extension Express Lanes.
Where we landed
Communication and marketing strategies were identified to provide SRTA with a concrete task plan. We produced creative deliverables to develop the content and messaging powering Peach Pass’s social media presence. We also procured paid media placements in a variety of categories: radio, TV, OOH/outdoor, and digital/social, to name a few.