“Clipper Works for You” Marketing Campaign
The Clipper card had achieved broad reach—accepted on all Bay Area transit systems and enjoying healthy usage. But, many travelers still didn’t realize or take advantage of the cost savings a Clipper card could bring them. We needed to show them.
The key was a multi-phase, regionwide advertising campaign, “Clipper works for you.” This clear and simple message was conveyed across a wide range of channels including out-of-home, transit agency signage, digital marketing, social media and outreach events. The campaign also included customized messaging specific to different individual transit agency fare discounts.
The campaign rolled out in phases across major transit agencies over a period of a year: Valley Transit Authority (Santa Clara County), SamTrans (San Mateo County), Caltrain (routes between San Francisco and Silicon Valley), Golden Gate Transit (Marin County), County Connections (Contra Costa County), SF Muni (San Francisco) and AC Transit (Alameda County).
Other Clipper Campaigns: