With the Silver Line opening on July 26, Metro has unveiled three new television ads to spread the word about the 11-mile extension that will bring rail to Tysons Corner and Reston.
The 15-second commercials — that have a little sarcastic spin to them — will begin airing on local TV later this week, encourage residents to “look alive, good times are ahead. The three subjects are apparently very bored Northern Virginians who can look forward to life-changing good times and increased access to employment, entertainment, and shopping without the hassles of traffic or the expense of gas and parking with the Silver Line.
“Now that opening day is in sight, it’s time to get a little excited,” Lynn Bowersox, Metro Assistant General Manager, said in a statement. “These ads are intended to showcase the benefits of the Silver Line and get the word out about the opening date.”
Metro has been conducting outreach to educate current and prospective Silver Line riders across the region for several months, distributing more than 100,000 pieces of information at stations and community events, sporting venues and area festivals. The information includes a Silver Line brochure and an updated Rider’s guide featuring the new system map.
A special website, silverlinemetro.com, has detailed information regarding the five new stations, parking and biking, fares, and points of local interest.
“The campaign moves us from ‘how to ride’ to ‘why to ride’,” said Bowersox.
In addition to the broadcast ads that will air on local television stations in English and Spanish, print ads will appear in July in five languages in community papers, business publications, and online news sites. Movie theater and radio promotions will roll out later this summer, as will post cards mailed to homes near the new stations. Metro will also utilize transit advertising space in its stations and on its buses this summer to promote the Silver Line, Bowersox said.