Good To Go! SR 520 Toll Launch
Harnessing Power of Partnerships to Sell Toll Passes
The Washington State Department of Transportation deployed its first all-electronic tolling system on the State Route 520 Bridge to help fund a replacement bridge. The SR 520 is a vital corridor, providing critical transportation for over 100,000 vehicles daily. WSDOT hired PRR to lead marketing efforts to encourage drivers to prepare for the new toll system by purchasing a Good To Go! pass. Good To Go! is the name of the state’s all-electronic tolling system, and a Good To Go! account and pass offers drivers the easiest and least expensive way to pay a toll.
Retail Partnerships
Built a retail sales channel from the ground up with partnerships with retailers like QFC, Safeway, and Costco.
Celebrity Endorsements
Negotiated well-known personality Bill Nye to be the face of the campaign, as well as the Seattle Seahawks, Sounders, and Mariners.
Business Outreach
Recruited large employers and arts organizations, including the Seattle Symphony, Pacific Northwest Ballet, and Expedia to distribute Good To Go! information to their employees.
Educational Video
Created an informational video on tolling, which has generated 15,000 views and received several national awards.
Results
Our objective was to encourage regional drivers to purchase a Good To Go! pass—the quickest, easiest, and least expensive way to pay their tolls. As a result of our retail strategy, PRR secured over $1,500,000 worth of free promotional advertising in the first year alone, and accomplished tag penetration over our goal of 90,000 transponders on SR 520.
