dart – airport campaign
Dallas Area Rapid Transit (DART) wanted to entice vacationers to take public trains to Dallas airports. But how do you get travelers to leave their cars at home and take DART instead? The answer was to romanticize both the train and the ultimate destination.
DART's agency, Alchemy at AMS, had a headline that set up the premise: "Station to Vacation." The visual hook became to simply have DART and the vacation spot intersect. The train connects to a post-card-beautiful scene, encouraging the passenger to get right to the business of enjoying time off.
A type treatment, with a plane trail connecting "Station" to "Vacation," was designed to be modular so that the trail could curve any which way.
Winter and summer vacation periods had distinct executions. The media buy was primarily outdoor, but digital and print were part of the mix as well.
Headline treatment, designed with an airplane flight path coming directly off the tail of the "o" in "to." The plane's trail can move in any direction, allowing for maximum design flexibility within various media.
Fractional-page ad heralding the news that DART had just been voted "Best Way to Get to the Airport" by the readers of the Dallas Observer.