The Cross-Bay Ferry was awarded to my agency and we had very limited time and budget to turn it into something special. We were involved at first with the naming process and then onto branding and advertising. We slanted the ferry not only an alternative to driving, but an adventure in itself. Deliverables included out-of-home, TV, a website, social media, digital ads and printed materials. My role was mainly concepting and art direction but I also wrote the headline for the Rays promotion.
The ferry became the most success public transit project in the state of Florida recouping 40-50% of its operating expense (compared to 20-25% of the local buses) and was named Project of the Year. They are now even paying back contributions made by local governments. Partnerships include the Tampa Bay Rays, Tampa Bay Lightning and Frontier Communications.
