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North American Transit Alliance (NATA)

Overview

NATA is comprised of six of North America’s largest private transit operating firms, including Keolis, First Transit, MV Transportation, National Express, RATP Dev USA, and Transdev. The alliance was formed in the midst of the COVID-19 crisis to help cities flourish by promoting innovative transportation solutions that ensure transit is safe, clean, and prepared for the challenges and opportunities that lie ahead.

Challenge

The Washington, DC team was tasked with announcing the formation of NATA and working across firm teams to develop the organization’s message and amplify its mission of working with public transit agencies to ensure public transportation as effective, equitable, reliable, and highly sustainable.

Approach

To amplify the announcement of the formation of the North American Transit Alliance (NATA), Proof developed and launched a strategic earned media campaign announcing the inception of the organization and its mission to improve public transportation across North America. Proof conducted aggressive media outreach more than 130 transportation, public policy and infrastructure reporters and released the announcement on BusinessWire for maximum coverage. Proof also drafted social media content for NATA’s channels, its members’ channels and its members’ executive leadership. 

Results

The week-long campaign resulted in 13 placements and four media interviews (articles pending) featuring NATA executives in national outlets including POLITICO, Axios, and Reuters as well as trade publications such as Mass Transit, Metro Magazine and BUSRide.

These placements garnered 24.57M total UVMs and were shared on social media 140 times.

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