Overview
Dallas Area Rapid Transit (DART) has completed extensive research to identify and understand our rider audience. This research indicates four distinct segments or rider types: reliant commuter, corporate commuter, task rider, and event rider. Each with a unique set of reasons why they ride. Influencing their behavior is critical to growing ridership now and in the future. The DART Student Art contest is an opportunity for DART to attract the next generation of riders.
The DART historic art contest is for students in kindergarten through 12th grade in the North Texas region and specifically those who live within or near DART’s 13-city service area. To attract participation from students, parents, educators and others, DART recognized the necessity of developing compelling and memorable creative and promotional materials.
The agency used bold color choices, complemented by whimsical font usage, to inspire young artists to use their creative expression to help humanize DART and position the agency positively in the community.
The 2020 Student Art Contest winner, in front of her artwork on a DART bus
Impact
In 2020, the contest attracted 1,174 entries from 156 schools and organizations – a 31% and 17% increase from 2019, respectively.
How the project created an amazing experience for your constituents
Thanks to strong community partnerships, DART showcased students’ artwork at the Dallas Museum of Art, the Courtyard Theater in Plano, Dallas Love Field airport, as well as on DART buses and trains. In addition, Dallas Contemporary museum provided the best-of-show winner with a $1,000 cash prize.
In 2020, DART featured the Best of Show artwork on a fully wrapped bus for the first time as a mobile billboard – drawing even more attention to the program.
Organizational Objectives
The annual DART Student Art Contest establishes the agency as a valued member of the community, promoting goodwill across the region and reaching out to North Texas youth to grow future riders.
Utilizing the creative that was designed in Adobe Illustrator and InDesign, and the video produced in Adobe AfterEffects, the contest was promoted on DART’s Facebook, Twitter and Instagram platforms. Six posts on each channel resulted in 24,321 impressions and 443 engagements. Earned media coverage on KDFW-DAL (FOX), CBS DFW, NBC DFW, Metro Magazine and others generated nearly 1.3 million impressions. On DART assets – including bus interiors and exteriors, rail interiors, and digital bus signage – we ran 2,899 ads at a market value of nearly $800,000, which generated more than 45 million impressions. Leveraging strong media partnerships, DART received 841 pro bono placements across print, online and television – a market value of nearly $200,000 – that generated nearly 16 million impressions.
Promotional signage onboard buses
Promotional signage at rail stations
