Mass Highway: The SE Express Lane Campaign

Massachusetts Highway Department

To influence Boston drivers to carpool and gain exclusive use of a moveable commuter lane. Two prior attempts had failed. The client was working with a limited budget and a short timeframe.

Partnering with a media buying service and a PR firm, Providence Creative Group developed a humorous campaign with a “ride together” message and strategic media placement, using transit posters, and newspaper and radio advertising.

After one month, the lane had attained a 150% increase over Mass Highway’s own target for that period. The campaign was recognized by the New England Marketing Association for its creativity and documented results.