The City of Santa Monica Launches GoSaMo
May 18, 2016 8:25 PM
SANTA MONICA, Calif. -- Today the City of Santa Monica launches GoSaMo—Santa Monica’s multi-month marketing campaign to educate, equip, and excite people about the new transportation choices available to them as part of the City’s strategic goal to enhance mobility, reduce congestion, and combat climate change.
Santa Monica is seizing the opportunity to communicate a new era of mobility for its residents, visitors, students, and workers. GoSaMo highlights and raises awareness about Santa Monica’s expanded mobility options—three Expo Light Rail stations, six new Big Blue Bus routes on top of its seven Rapid Bus lines, 75 Breeze Bike Share stations, 107 miles of bikeways, 12 new all-way crosswalks, new Zipcar additions, and the Colorado Esplanade opening on June 5th in conjunction with the city’s first open streets event, Coast—presented by Metro.
“It was our goal to make integration between our existing transportation networks seamless with the arrival of Expo,” said Mayor Tony Vazquez. “To really address mobility, it had to be about so much more than Expo. We want to make Santa Monica the leading example of pedestrian and transit-oriented lifestyles in Southern California."
The GoSaMo name gives the City a simple, fun, and modern way to engage the public around transportation. The logo gives a nod to ocean waves and the brand colors of the various transportation networks in its visual design, and the connection between them.
Residents and visitors to Santa Monica will start to see the GoSaMo campaign over the coming weeks digitally, at events, and in outdoor advertising. The City of Santa Monica is working closely with GOOD—a global media company and creative studio—on the brand strategy and rollout of the campaign which includes event activations, paid advertising, social media, influencer engagement, public relations, and business outreach.
The City closely researched various audiences to understand the decision-making process that gets someone to adopt a car-light lifestyle, and found that a key moment is trying transit for leisure before using it for work. Based on those findings, the City designed a multi-phase initiative and new online hub of resources to get people ready and equipped to ride. The online hub can be found at www.smgov.net/gosamo.
EVENTS AND OFFERS:
- The City will host Station Celebrations on Saturday, May 21, presented by Metro, from 10 a.m. - 4 p.m.
- The City will host an open streets event called Coast, presented by Metro—on Sunday, June 5 from 9 a.m. - 3 p.m. where information about trying new transit options and tools to get started will be shared with attendees.
- Big Blue Bus is offering a “buy one, get one free” offer on new passes or existing TAP cards matching up to $20 starting May 13.
- Enjoy free fares opening weekend on: Big Blue Bus, May 20; Expo, May 20-21; Breeze Bike Share, May 19-21.
- Three designer TAP Cards by Santa Monica artists are available at select Santa Monica locations.
RESOURCES:
https://cityofsantamonica.box.com/s/yvmg49bk5p2s81wp2uupc7a35zwb8kzr
#gosamo
Media Contact
Constance Farrell
Communications & Public Information Manager
Constance.Farrell@santamonica.gov