CHALLENGE
The New York State Bridge Authority needed to build awareness and educate drivers about the transition from toll booths to cashless tolling on several key Hudson Valley bridges. The challenge was to ensure a smooth transition for daily commuters and travelers while minimizing confusion.
APPROACH
Over nine months, Wahl Media developed and executed strategic campaigns targeting drivers and commuters in the Hudson Valley region. A combination of radio, Total Traffic Network, programmatic video pre-roll (in English and Spanish), and programmatic display ads (in English and Spanish) was used. Added value elements included bonus radio commercials to extend campaign reach. The campaigns were rolled out in stages to align with the transition timeline for the Newburgh-Beacon Bridge, Bear Mountain Bridge, Rip Van Winkle Bridge, Kingston-Rhinecliff Bridge, and Mid-Hudson Bridge.
RESULTS
The campaign successfully increased awareness of the transition to cashless tolling, ensuring drivers were informed and prepared for the changes. Educational messaging helped commuters adopt new travel habits, resulting in a seamless transition and improved traffic flow across the affected bridges.