All Abroad!
Traveling internationally is a highly sought-after experience that offers people the chance to learn, to grow, and to enjoy themselves in a way that's difficult to replicate. But it's also an expensive and time-consuming one that many people don't have the ability to enjoy on a whim. Fortunately for Chicagoans, however, the city is an intricate patchwork of dozens of neighborhoods with strong international backgrounds that will satisfy any desire for a multicultural experience - and the Chicago Transit Authority [CTA] provides quick, easy and affordable access to them.
Art Director: Saúl Rojas
Print Series
Our print ads feature different historically-ethnic neighborhoods within the city of Chicago that are served by the CTA's 'L' lines. The art is done in a vintage-postcard style to celebrate the history of these enclaves and the role they played in the development of Chicago. The headlines were written to appeal to the idea that while you may not be able to take an international vacation on a whim, you can find a slice of any country you'd wish to visit right in your own backyard.
Out-of-Home
Continuing with our vintage-postcard theme, we've taken to the public with our out-of-home segment. We're placing these ads in transit hubs and on busy streets to maximize exposure to potential passengers as they travel to, or go about their daily lives in, the city of Chicago.
Radio/Video
Our radio spot highlights the notion that while it may not feel like an exotic location to its residents, Chicago is rendered exotic by the multitudes of neighborhoods that offer a multicultural experience to an extent rivaled by few other cities. We're also releasing a series of short videos to provide samples of such neighborhoods and promoting them on the CTA Instagram account to generate buzz and increase ridership.
'All Abroad!' Passport Program
To promote ridership across the city, CTA will create its own "passport" books, wherein passengers can get stamps at any stations in which they embark or disembark. Commuters will have a chance to collect stamps from all 140+ stops in the L-train system. For the truly adventurous, collecting all stamps will earn them free rides on all CTA vehicles for one year.
