PublicRoutes.com becomes eco-friendly in its relaunch

PublicRoutes.com, a Web site offering public-transportation riders directions in major cities across the US and London, relaunched in June 2006 after undergoing a redesign (Dukas staff had a previous relationship with the site dating back to 2005).

PublicRoutes.com, a Web site offering public-transportation riders directions in major cities across the US and London, relaunched in June 2006 after undergoing a redesign (Dukas staff had a previous relationship with the site dating back to 2005).

Strategy

"This is a way to cut down on harmful fuel emissions," says Sean Carney, a senior account executive at DPR. "We're not going to replace the car, but here's an option... and here's a tool to help you use it."

The firm worked with the site on a media relations and word-of-mouth push, targeting local public transportation users in major cities, including university students who are new to the cities where they're attending school.

Tactics

DPR's media outreach focused on metro and community reporters in 40 top-tier cities like LA and New York.

In fall 2007, DPR launched a blog on PublicRoutes.com to maintain the conversation with users about the site, transportation, and energy issues.

In addition, DPR placed an ad on Craigslist.com for each city, inviting users to offer their feedback on the most efficient directions, ways to further improve the site, and other ways to make PublicRoutes.com useful.

Results
PublicRoutes.com achieved media hits across the country in outlets such as MassTransit Magazine in Wisconsin.
There were also media hits online and in broadcast outlets such as BostonHerald.com.
The site has become a resource at student affairs centers across the US and its blog receives over 14% of its overall traffic, which receives about 20,000 hits per week.

Future

DPR stopped working with the site in March, but the two companies might work together in the future.

PR team:
PublicRoutes.com and Dukas PR (New York)

Campaign:
PublicRoutes.com relaunch

Duration:
June 2006 to March 2008

Budget:
$60,000

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