CHALLENGE
Raise awareness and educate the general public and community leaders on Union Pacific’s commitment to track safety in the Columbia River Basin area of Oregon. Most of the general public is unaware of the ongoing efforts/technology being utilized to keep tracks safe.
SOLUTION
This multi-media campaign included a mix of digital banner advertising and television. The creative uses real UP employees from the region telling their story and relaying how safety is ingrained in the culture and operations of the railroad. Utilizing the backdrop of the scenic Columbia River basin where UP tracks run, we captured the natural beauty of the region and reminded the public that UP is doing what it takes to keep this special place safe.
RESULTS
Our 12-week integrated campaign (including television/cable and programmatic digital advertising) generated 20% recall among our television target audience while nearly 1 in 10 recall online advertising.
