Finding the Hook

While up in Glenwood Springs recently, we popped in on Dawn Chase, the marketing and communications manager for the Roaring Fork Transit Authority. Dawn was in the middle of hosting a huge community event—the eighth that week, in celebration of their new bus rapid transit system. VelociRFTA is an exciting new option for traveling from Glenwood Springs to Carbondale to Basalt, and as far as Aspen (and back, of course!).

This is the country’s largest rural BRT system; how cool is that? Fast, frequent and fun is the VelociRFTA’s tagline. You can go on their website and read the whole brand story, but what hit us was the hook the marketing team came up with...

Kids.

What kid doesn’t love dinosaurs? What kid wouldn’t love to ride in a cool, big, bright blue bus? That’s the thinking behind having a fun, vibrant brand that will appeal to kids – kids who will strongly suggest to their parents that they want to ride it.

And when those kids are grown? They are transit riders who are saving money at the gas pump, at the mechanics and keeping greenhouse gases out that beautiful mountain air.

Great job, Dawn and team! The hook and system seem to be working!

What do you think about hooks in marketing campaigns? Can you share one of yours with us?

Claire BouchardComment