DART Brand: It's All about Discovery
To extend DART's reach to potential customers and strengthen connections with both regular and occasional riders, the agency repositioned its brand in 2015. The strategic change aims to influence customers to see beyond the functional benefits of public transportation.
With the effort, DART established a brand positioning statement:
This premise is woven into a fresh brand vision statement:
The new direction is captured in the external slogan:
"We are confident that our brand now conveys to the public that DART isn't just a service. We are actually a part of the community," Chief Marketing Officer Nevin Grinnell said.
In July 2015, DART launched a multichannel marketing campaign called "DARTable Gems," which highlights off-the-beaten-path venues and trendy hot spots while encouraging riders to share their experiences over social media.
The campaign also formalized the word "DARTable," meaning a destination best reached or a distance best traversed by riding a DART train or bus. The term encourages people to travel throughout North Texas by public transportation because DART makes it easy to get there. As a result, DART becomes a trusted guide about where to go and what places to discover as it empowers a transit-oriented lifestyle.
The campaign's vivid images invite people to act on their spontaneity and become explorers, opening their eyes to where DART can take them. The goal is to appeal to customers on a deeper emotional level, so they see their journey as an adventure - not just a commute.
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