RIDE ON

There’s
A Lot More
Riding On Metro
Than People.

Two Words. One Mission.

More than a campaign.

Using just two words, the mission’s foundation is unifying, forward-looking, positive and regionally all-encompassing: RIDE ON.

RIDE ON speaks to everyone in our region across all media, demographics and geography. From a pop cultural perspective, RIDE ON is the metaphorical high-five this region has needed for years.

CIVIC LEADERS

Government leaders, elected officials and C-suite corporate exes.

RESIDENTS

Current and potential customers on both sides of the river.

NEIGHBORHOODS

Business owners and managers in/around.

A photo of the Cortex area with a Metro station in the foreground and construction in the distance. Two Metro logos show the locations of each station.

Put simply:

If people like Metro more, more people will ride Metro

METRO TRANSIT HAS A WIDE VARIETY OF STAKEHOLDERS

And while we continue to create, build and improve a broad array of products and services to meet their needs, it’s time to let the 618, 314, 636 and 573 know how they’re all connected and who makes them possible.

INFRASTRUCTURE IMPROVEMENTS ARE ONLY THE BEGINNING

As we continue to improve throughout our system with projects both underway and under consideration, creating a unified positive association with all these stakeholders is more mission-critical for Metro Transit than ever.

A HUGE S.T.E.P. FOR OUR ORGANIZATION

The Systemwide Transit Engagement Platform began its activation in spring, The Metro Transit S.T.E.P. is a brand reputation, ridership campaign and inspiring call to-act for every citizen from St. Clair County, through St. Louis and on to St. Louis County.

THREE REASONS TO BELIEVE

1. We impact everyone –
either directly or indirectly.

2. More than $10.2 billion in
commercial development
since 2011.

3. We’ve been here enhancing
lives since 1963 —we belong
to everybody.

A rendering of a Metro advertisement on the side of a bus stop. A silhouette of a rider sits on the bench with a Metro bus to the side.
The logo for Metro.

Uniquely Qualified to Make This Happen

In terms of having the civic or economic justification to credibly connect with everyone living in our region, Metro Transit stands alone.

There is no other local brand – or sports team, for that matter – which serves 2.8 million people 24/7.

We’ve been our region’s biggest fan since Day One.

Integrated Media Campaign

We’ll build an integrated media campaign to simultaneously showcase Metro Transit’s positive impact from a regionwide point of view, but also a more neighborhood-based point of view.

This effort will create a unified positive association for Metro Transit across all stakeholders, as well as the 2.8 million people in our region whose lives are directly and indirectly enhanced by Metro.

RideOnMetro.org

A screenshot of the Ride on Metro website homepage.

These are the initial media channels used in this campaign. Additional channels and messages will be woven into the campaign throughout the next 18+ months.

Print Campaign: Regional

MESSAGE: THERE’S A LOT MORE RIDING ON METRO THAN PEOPLE.

An example of a regional print ad.
  • Illinois Business Journal
  • Ladue News
  • STL Magazine
  • St. Louis Business Journal
  • St. Louis Post Dispatch
  • Town & Style

Print Campaign: Subregional

MESSAGE: EVERYBODY NEEDS METRO, WHETHER YOU RIDE OR NOT.

An example of a subregional print ad.
  • Community
    • St. Louis Chinese American
    • Red Latina
  • Lifestyle
    • Feast Magazine
    • STL Magazine
    • Town & Style
  • News
    • STL American
    • Belleville News Democrat
    • Webster-Kirkwood Times
    • Ladue News

Digital Display

Three examples of digital display ads.
  • Retargeted ads
  • Desktop + Mobile

Social Media

  • Organic
  • Paid

Radio

  • Live read endorsements
    • Debbie Monterrey
    • DJ Shorty
    • Randy Karreker
  • Sponsorships
  • Commercials
  • Events
KMOX NewsRadio 1120 The Voice of St. Louis.
101 ESPN Sports Talk for St. Louis.
Y98 St. Louis.
KSHE 95 St. Louis Classic Rock.
104.1 HOT FM.
106.5 The Arch.
STLPR
Ride On Station Enhancements in Progress.
A man sitting in a converted bus with clothing on racks.
A Metro station with Ride On banners hanging from the lights.
A mockup of a social media post with various candid photos of metro riders in Cardinal fan gear.
A Metro bus driver in front of a bus with the caption Come Work With Us.
A graphic of a taco with the caption Ride On Eat Tacos.
A Metro bus driver in front of a bus with the caption You Drive Us Wild.
An iPhone mockup with the caption Ride On to tasty flavors.

THE METRO TRANSIT MISSION NEVER ENDS.

Day in, day out, we exist to not just get our fellow residents where they need to go, but get our entire region where it needs to be. As we go forward, don’t hesitate to stay in touch.

Portrait photo of Taulby Roach.

TAULBY ROACH

President and CEO

Bi-State Development

Let’s keep in touch.

The logo for Metro.