Florida 511 Traveler Information System
HELPING DRIVERS 'KNOW BEFORE YOU GO'
FDOT wanted to implement a marketing and public relations campaign to increase awareness and usage of its Florida 511 Traveler Information System that provides free real-time road and traffic conditions on demand 24/7 and helps drivers make informed travel decisions.
- Client: Florida Department of Transportation (FDOT)
- Website: fl511.com
- Services: Public Awareness & Information, Crisis Communications, Media Relations, Writing & Editing, News Releases & Distribution, PSAs, Content Development, ENewsletters, Email Blasts, Stakeholder Engagement, Good Neighbor Outreach, Public Meetings, Branding, Visual Identity, Graphic Design, Collateral, Presentations, Promotional Toolkits, Print, Broadcast & Outdoor Media, Social Media, Web Design, Paid Search & SEO, Analytics, Interactive Programming, Mobile Apps, Video Production, Photography, Behavior Change Management, FAQs, Subject Matter Expertise, Research, Concept & Design, Planning, Surveys, Focus Groups, Database Management, Conferences & Tradeshows, Product Launches, Press Events, Onsite Logistics
- Markets: Government, Transportation, ITS
Challenge
FDOT wanted to implement a marketing and public relations campaign to increase awareness and usage of its Florida 511 Traveler Information System that provides free real-time road and traffic conditions on demand 24/7 and helps drivers make informed travel decisions.
Solutions
A DECADE OF CONNECTING WITH FLORIDA DRIVERS
Over a 10-year span, we successfully implemented a multiplatform campaign that connected drivers to the Florida 511 Traveler Information System and showed them the value of using it before leaving to find the safest and most efficient routes to their destinations.
FDOT, WE HAVE SYSTEM LIFTOFF!
In September 2016, we successfully promoted FDOT’s launch of the upgraded Florida 511 Traveler Information System, which featured improvements to the website and phone system, a new mobile app and a refreshed logo design with new color scheme.
WHEN SEVERE WEATHER HIT, WE ROCKED AROUND THE CLOCK
When the governor directed drivers to Florida 511 as the state’s official source for information about current traffic and road conditions during hurricanes Matthew and Hermine in 2016 and Irma in 2017, we worked around the clock to immediately post travel advisories and urgent alerts about road or bridge closures to FL511.com.
WE CONNECTED WITH COMMUNITIES AT LOCAL MEET-AND-GREETS
In-person demonstrations at public and private organization meetings proved to be an effective and intimate way of connecting with drivers to increase awareness and system usage.
TOOLKITS FOR DO-IT-YOURSELFERS
We built a newsroom on the Florida 511 website and stocked it with toolkits that provide promotional resources for employers and event organizers seeking to raise awareness of how to use the system to find the most efficient travel routes to the workplace and event venues.
A HOLIDAY TREAT FOR THE MEDIA
During some of the busiest travel holidays of the year, each year we provided local media with special access to broadcast live reports about the Florida 511 Traveler Information System from the floor of FDOT regional traffic management centers, secure facilities not open to the public, during morning rush hour traffic.
PUBLIC-PRIVATE PARTNERSHIP PRODUCED POSITIVE PSA PLACEMENTS
In 2008, we built a successful partnership between FDOT and the Florida Outdoor Advertising Association (FOAA) to place Florida 511 Public Service Announcements (PSAs) in unsold outdoor billboard inventory throughout the state. New partnerships with JCDecaux and EyeCorp Media resulted in PSA placements in airports and malls.
Results
When we surveyed drivers who regularly use the Florida 511 Traveler Information System, we discovered that knowing traffic and road conditions before leaving changed driver behavior.
70%
Changed their route
24%
Experienced less stress
22%
Left later to avoid traffic
14%
Changed their mode of travel
Awards
2017 Innovation Award for Florida 511 – Florida Governor’s Hurricane Conference
2014 Best of ITS Award for innovative outreach for Florida 511
2013 PRSA Silver Anvil Award for Florida 511 marketing
2009 PRSA Bronze Anvil Award for Florida 511 Thanksgiving media events in Districts 4, 5 and 7
2007 Best of ITS Award in Marketing and Outreach for Florida 511 marketing