Golden Gate Bridge

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Lindsay Transportation Solutions Road Zipper System

Golden Gate Bridge Public Relations Campaign

Challenge

Lindsay Transportation Solutions (LTS) had been working with the Golden Gate Bridge, Highway and Transportation District to install The Road Zipper System on the Golden Gate Bridge. Little time had been spent on The Road Zipper System key messaging and branding concerning this historic installation, which was to take place in one month.

Solution

  • Prepared LTS leadership for interviews and questions; developed talking points and defined key messages and rationale; trained LTS staff to effectively communicate key messages to the media and public.
  • Worked in collaboration with the Golden Gate Bridge public information manager to develop and disseminate information about the movable median barrier and The Road Zipper System installation to the media, stakeholders and public.
  • Designated EG Integrated as LTS’s singular point of contact for media relations and communication in the days leading up to- and during the installation.
  • Monitored daily media coverage to inform LTS leadership
  • Captured the installation, a VIP event and post-installation results through video and photography for use in content marketing.

Results

The project gained major national and international news coverage – from CNN, The Los Angeles Times, New York Times, and Travel Pulse – with headlines praising the barrier as a positive solution.

Traffic on the client’s website increased by 3715% over the previous month. Links to the website from new sources drove site traffic and increased Google PageRank for The Road Zipper System.

Stories trended online as well as in numerous Twitter feeds and Facebook posts earning a spot on the front page of cnn.com. The Discovery Channel Canada used video shot by EG Integrated on its Daily Planet show to highlight the system, calling it “a mesmerizing move across the Golden Gate Bridge.”

A four-minute video was produced for content marketing. A seven-minute case study video captured person-on-the-street interviews and praise for the project from public officials, including Congresswoman Nancy Pelosi. The videos serve as key sales tools for LTS staff.

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Golden Gate Road Zipper Ribbon Cutting
Golden Gate Road Zipper Ribbon Cutting

News Media Coverage
News Media Coverage