Matt Mac

Campaign

I was tasked with designing the campaign that put a focus on Citi Bike's continued growth in Queens, particularly Astoria and Sunnyside. Through my research I identified the target market that would benefit most from Citi Bike. Which was adults aged 24-44, that commuted to work on the subway and buses, conveniently enough that same target demographic also generated the highest income in those specific neighborhoods. I also learned that, in Astoria, Greek was the most spoken language after English and Spanish, and some data had shown a recent increase in Greek speaking millennial residents in Astoria.

In order to focus the advertisements towards the commuters who would benefit from Citi Bike as an alternative to mass transit, my campaign consisted of bus shelter takeovers and subway posters throughout Astoria and Sunnyside's N, R train lines and the number 7 line, along with several bus lines in the neighborhood. The bus shelter takeovers and subway car advertisements would attract the target market at the moment they needed Citi Bike the most, when they are packed into a rush hour train or painfully waiting for the bus.

Sunnyside was where I delivered the LinkNYC kiosk animations. I discovered that the neighborhood had a strikingly smaller amount of transit users and a greater amount of drivers. Thus leading me to choosing the kiosks as a medium for the advertisement because they were located all along the boulevard with the most foot traffic in the neighborhood and a large parking lot spanning several blocks in the center of the boulevard. In the following photo mockups you will see the bus shelter advertisements, followed by some copy that would be painted on the street directly in front of the bus stop bench.