Words Pictures Ideas wins $10m Caltrans account

SACRAMENTO, CA: California's Department of Transportation (Caltrans) has hired creative agency Words Pictures Ideas to promote major bridgework in the Bay Area through digital and community relations.

SACRAMENTO, CA: California's Department of Transportation (Caltrans) has hired creative agency Words Pictures Ideas to promote major bridgework in the Bay Area through digital and community relations.

Caltrans' three-year contract with the firm is worth just less than $10 million.

The agency will promote the opening of the eastern span replacement of the San Francisco-Oakland Bay Bridge, which has been under construction since 2002 and is expected to open next year. It will also raise public awareness about the seismic retrofit work on the Dumbarton and Antioch bridges in Northern California.

Words Pictures Ideas, also known as MegaProject Studios, has worked on the state toll-bridge program's communications and PR assignments for several years, previously as a member of sub-consultant team, said Bob Haus, a public information branch officer for Caltrans.

“The experience will ensure that the driving public will continue to get the same high level of service that they've become accustomed to on this very high profile project,” he said, via email.

Words Pictures Ideas will work on media relations and community outreach. The firm will also coordinate tours, respond and document public and legislative inquiries, and maintain websites for the project. The state will also task the firm with creating a documentary and book to highlight events before the bridge openings.

A representative for Words Pictures Ideas did not return a request for comment.

The firm won the account several weeks after the California Energy Commission selected Tmdgroup to develop an outreach and marketing campaign about the transition of the transportation fuels market to non-petroleum, clean alternative fuels and advanced vehicle technologies.

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