WE’VE TURNED UP THE FREQUENCY

THE CHALLENGE

COTA introduces service changes triannually, and while these updates are essential for system improvement, they rarely generate widespread excitement or engagement. Increased customer demand on weekends, coupled with recent return-to-office mandates, necessitated additional service. So in September 2025, COTA implemented significant frequency improvements across key routes during weekday rush hours and weekends.

Hunter Marketing needed to transform a routine service announcement into a compelling message that cut through the noise and made both current riders and potential new customers see these schedule changes as meaningful improvements designed specifically for how they move through Central Ohio.

THE OBJECTIVE

Build awareness of COTA's September 2025 service improvements among both current and potential riders, highlighting the benefits of increased frequency during peak travel times and weekends, while driving continued ridership growth through a multi-channel marketing campaign.

THE APPROACH

Hunter Marketing helped COTA Turn Up the Frequency with a campaign that elevated bus service and positioned it as momentum and progress for Columbus. Bold creative featuring neon aesthetics, chromatic aberration effects and radio frequency imagery communicated energy and forward movement. Our team captured striking photography and videography of diverse riders and COTA buses with vibrant, glowing effects.

Using targeted billboard placement along key routes, print and digital ads, kinetic video content that used quick transitions and glowing visual effects and sharp messaging, the We’ve Turned Up the Frequency campaign helped generate excitement for September service changes, so people could spend less time waiting and more time connecting.