CHALLENGE

On several occasions over three years, construction of the new Woodrow Wilson Bridge necessitated shrinking Washington, DC’s four-lane Beltway into a single lane over full weekends. Unless a substantial portion of the normal volume of 160,000 vehicles diverted away from the corridor, a horrific traffic meltdown was certain to occur. Traffic modeling showed that if only 40 percent of normal traffic diverted, backups would exceed 14 miles and motorists would sit in four-hour delays.

STRATEGIC APPROACH

Stratacomm developed and implemented a multifaceted and resonant campaign to urge drivers to stay away from the Wilson Bridge corridor. Branded “Mission Possible-Keeping You Moving,” the campaign featured prominent news story placements, creative ads on targeted traditional and online media and stakeholder outreach to trucking associations, motor coach operators and other long-distance travelers. Extensive effort was placed on ensuring elected officials and third-parties such as AAA were briefed in advance to enlist the influential parties in amplifying the message. 

RESULTS

Much-feared traffic impacts did not materialize, as tens of thousands of travelers avoided the corridor. In concert with operational efforts to facilitate traffic flow, Stratacomm’s outreach generated diversion rates peaking at nearly 80 percent of normal traffic volume. Consequently, backups peaked at two miles, which typically was reached during normal weekdays.

Media results belwo from a single year are reflective of the reach and influence of the three-year campaign.

• Media placements for two weekend operations reached an estimated audience of 31 million.
• More than 300 TV placements were documented, primarily in the DC market, but extending to Baltimore, Richmond and Tidewater, Virginia. 
• More than 42 print and online stories, including 15 stories and mentions in the Washington Post.
• News stories on-the-half-hour on leading news radio stations, WTOP and WAMU.

Following one phase of the campaign, renowned Washington Post traffic columnist Dr. Gridlock wrote in his column:  “I'm very impressed with the public relations component of the Woodrow Wilson Bridge Project."