VIA Metropolitan Transit – “Riding Forward” Campaign
Client & Background:
VIA Metropolitan Transit provides regional multimodal transportation options that connect communities, support economic vitality, and enhance quality of life. Operating across San Antonio and surrounding communities, VIA has provided more than 100 million rides and is committed to providing affordable, reliable, and accessible mobility for everyone.
The Challenge:
With rising gas prices and an uncertain economy, many individuals are searching for more cost-effective transportation options. But for many, taking the bus isn’t top-of-mind or has a negative connotation. VIA set out to change that narrative—showcasing the affordability, convenience, and community connection that make public transit a valuable choice for everyone.
Objectives:
- Humanize the brand by featuring real VIA riders and their stories.
- Create concise, relatable content that directly addresses personal transportation challenges—like high fuel costs and limited campus parking—and positions VIA as the solution.
- Highlight VIA’s commitment to community values and its role in improving quality of life for local residents.
Solutions:
Geomedia partnered to develop a multimedia campaign that connected emotionally and practically with target audiences.
“Feeling the Pinch” and “Campus Link”
Two 15-second digital and social video spots addressed common frustrations—rising gas prices and student commuting challenges—and positioned VIA as the smart, affordable, and stress-free alternative. Each spot featured authentic, relatable moments resolved by VIA’s timely, community-focused service.
“Rudy’s Story”
This long-form video spotlighted Rudy, a loyal VIA rider, who shared how VIA has shaped his daily life and supported his independence. Through his authentic voice and lived experience, audiences could see the real impact of public transportation beyond just getting from point A to B—it’s about opportunity, connection, and freedom.
Results:
The campaign successfully reinforced VIA as a dependable, people-centered solution for everyday transportation needs. By connecting emotionally and practically with audiences, the content encouraged more people to view public transit as a cost-effective, community-oriented choice.