Tampa Connected Vehicle Pilot
COMMUNICATE. EDUCATE. RECRUIT. SMARTER.
Global-5 handled outreach, stakeholder education, recruitment, and training for the $21-million Tampa Hillsborough Expressway Authority (THEA) Connected Vehicle (CV) Pilot, which was funded in part by the U.S. Department of Transportation. We created a distinctive brand for the project, developed multimedia materials that illustrated the benefits of CV technology, and recruited more than 1,000 local drivers to participate. This real-world deployment was so successful, it was inducted into the ITS World Congress Hall of Fame.
- Client: Tampa Hillsborough Expressway Authority (THEA)
- Website: tampacvpilot.com
- Services: Public Awareness & Information, Media Relations, Writing & Editing, News Releases & Distribution, Content Development, Stakeholder Engagement, Recruitment, Training, Branding, Visual Identity, Graphic Design, Collateral, Presentations, Promotional Toolkits, Social Media, Web Design, SEO, Analytics, Interactive Programming, Video Production, Photography, FAQs, Research, Planning, Surveys, Database Management, Conferences, Technology Demonstrations, Press Events, Exhibit Creative Services, Onsite Logistics
- Markets: Connected Vehicles, Emerging Technologies, Government, Transportation
Challenge
Deploying connected vehicle technology in the heart of downtown Tampa was a complex task that required effective communication with a variety of audiences. More than a marketing campaign, this effort involved educating the public, industry stakeholders, and the news media about how the technology works and how it would be deployed.
Solutions
DEMONSTRATION LEADS TO DISCOVERY
When we invited local, national and international media to ride in a connected vehicle during a public demonstration in downtown Tampa, our news release caught the eye of a Discovery Channel producer who went on to showcase the project on Daily Planet, a science and technology program that airs worldwide.
AIN’T NOTHING LIKE THE REAL THING
For many people, a car that communicates with its environment seems more futuristic than attainable in the present day. To change that perception, we produced photos and video showing real drivers receiving safety messages in their cars as they navigate recognizable local roads. Suddenly, connected vehicle technology moved from dream to reality.
DIGITAL CAMPAIGN DRIVES RECRUITMENT
Tasked with recruiting more than 1,000 drivers to volunteer for the pilot project as research subjects, we conducted a multiplatform digital campaign to reach specific groups of local commuters. The campaign offered attractive incentives and explained how connected vehicle technology can help prevent crashes, improve mobility and reduce vehicle emissions.
By the Numbers
1,000
Drivers
10
Buses
8
Streetcars
Awards
2019 ITS World Congress Hall of Fame for THEA Connected Vehicle Pilot
2019 ITS America Best of ITS Award for THEA Connected Vehicle Pilot
2019 Communicator Award of Distinction for THEA Streetcar Installation video
Hermes Creative Awards – Honorable Mention – THEA Connected Vehicle Pilot streetcar video
AVA Digital Awards – Honorable Mention – THEA Connected Vehicle Pilot streetcar video