BART

How does a small, San Francisco ad agency help BART increase ridership during non-commuter hours? We co-opted the term Bay Area Bart riders use all the time; Bartable. If something is Bartable, you can take BART to it. Turns out Bartable is infinitely campaign-able.

Our original holiday spot for BART has been on the air for 4 years. Last year we followed it up with a sequel. Both are running this season. Happy Holidays.

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After co-opting the term "Bartable" for a successful launch campaign, we took over another famous BART icon; the map.

After co-opting the term "Bartable" for a successful launch campaign, we took over another famous BART icon; the map.

Headlines written in place of station markers point out the shopping, restaurants, sports and other things you can do along the BART line.

Headlines written in place of station markers point out the shopping, restaurants, sports and other things you can do along the BART line.

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  • BART ridership was at capacity during the weekly commute but was extremely low on weekends and off-commute hours. The idea was publicize all the places an average Bay Area citizen could take BART instead of driving.

    Division of Labor is one of the top ad agencies in San Francisco and has been working with BART for years on a variety of campaigns. This one went along with the release of a new website that mapped and displayed all the different places in the Bay Area that were accesible by BART.

    The general public calls those places BARTABLE. So we took that language and built a campaign around it.

  • The BARTABLE campaign ran on a variety of Bay Area media channels including local TV, streaming TV, in-station and radio. Division of Labor is one of the top advertising firms in San Francisco and it has full media buying capabilities. Often BART will utilize trade and exchange programs to obtain media, but the campaign was widespread and hard o miss.

  • You wouldn’t think an institution like BART would have much in common with the startups in the Bay Area. Division of Labor is an advertising firm that works with a variety of startups who have obtained series B funding and are looking to build awareness and drive website traffic. BART had those exact same campaign goals. And like a startup, BART is forced to be scrappy and prove ROI on their media and campaign investments.