Go Connect Campaign

About the Program

Category: Civic Education and Public Information (Best in Category)

Year: 2023

In October 2020, the Department of Transportation and Public Works (DTPW) announced a partnership with Via, a leader in public mobility, to launch GO Connect, an on-demand public transit service in Miami-Dade County. The goal of this partnership was to alleviate congestion, reduce greenhouse gas emissions and expand access to public transit countywide. This new technology would positively impact communities by providing a more convenient and affordable transportation option. GO Connect was introduced to the community as an on-demand service to improve mobility across the county, serving as a first mile/last mile connection to transit riders and offering near door-to-door service. In an effort to increase recognition of GO Connect, DTPW worked with the Communications and Customer Experience Department (CCED) to produce a marketing and communications plan to extend awareness of the Go Connect service and promote app downloads. As part of this plan, CCED executed a roughly $120,000 trilingual, multimedia marketing campaign that generated over 18 million digital and outdoor impressions.