In 2012, nobody had the 411 on 511 Virginia. This traffic information system was plagued with low awareness and usage. We launched a yearlong campaign with radio and out-of-home in the Norfolk/Hampton/Virginia Beach market, as well as statewide internet. We leveraged added value. We filled welcome centers and rest areas with messaging on the service. The results: The first month’s phone calls were 38% higher than the previous year. And website visits were just as impressive.
We also worked with VDOT on the I-95 Richmond Bridge Restorations effort, helping inform travelers of the many construction sites and urging them to take alternate routes. This multimedia campaign proved that an informed public is a happier public. Visits to our bridge restorations website went up 8000%. 70% of people surveyed were aware of alternate routes during construction, and 85% changed their behavior to accommodate the project.