North American Transit Alliance (NATA)

Key Tactics

Earned Media, Public Relations

Challenge

The North American Transit Alliance wanted brand awareness of a new alliance of 6 of the largest North American private transit agencies that was formed during the COVID-19 crisis. The alliance was created to innovate solutions and ensure public transit funding was secured from the federal government. As a new organization, NATA needed to develop the organization’s message and amplify its mission of ensuring effective, equitable, reliable, and highly sustainable public transportation.

Solution

To amplify the announcement of the formation of 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 to transportation, public policy, and infrastructure reporters, detailing the NATA message to more than 130 journalists. To maximize reach, Proof also drafted social media content for NATA’s channels, its members’ channels, and its members’ executive leadership.

Results

The aggressive media relations approach paid off significantly. The weeklong campaign resulted in:

  • 13 secured placements and 4 media interviews featuring NATA executives in national outlets including, POLITICO, Axios, and Reuters as well as trade publications such as Mass Transit, Metro Magazine, and BUSRide.
  • 24.57 million total unique visitors per month (UVPM)
  • 140 shares across social media
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