COTA ROADEO
THE CHALLENGE
The annual Roadeo is a valued public transportation tradition. It's an operator and vehicle maintenance competition that starts at the agency level, with winners advancing to the international Roadeo hosted by the American Public Transportation Association (APTA). Despite those stakes, the event rarely gets the production value or storytelling treatment of a public-facing campaign, and Central Ohio Transit Authority (COTA) wanted to change that for its employees. With five semi-finalists heading into this year's event, including the first woman in COTA history to compete, COTA needed a way to build real anticipation and make its own frontline employees feel like stars.
THE OBJECTIVE
Create a memorable, high-energy Roadeo and Family Fun Day that builds genuine pride among COTA employees and their families. Carry a single, cohesive Western theme across every attendee touchpoint — from registration through event day — while personally celebrating each of the five finalists and delivering clear, professional wayfinding and event communications throughout Historic Crew Stadium.
THE APPROACH
COTA and Hunter Marketing built an entire Western brand world around the Roadeo, starring the five COTA semi-finalists as outlaws in a "Showdown at High Noon." A custom Roadeo logo and badge anchored the identity, extended into wanted-style posters of each contestant. Each finalist got a dedicated photo and video shoot, producing individual hype videos set to music of their own choosing. A compiled spaghetti-western video built to a climax scored by Big X the Plug, spotlighting a standout "cowgirl" among the field. Pre-event signage and a branded presentation carried the theme through registration, then saloon-door entrances, event day banners and dozens of pieces of themed wayfinding signage brought the world to life on the day itself.
THE RESULTS
400
Attendees
Lloyd Lester
Roadeo Record: Near Perfect Run
7.4K
Video Plays
THE FIVE MOST WANTED
WANTED IN THE WILD WEST
