TEXpress lanes

Challenge
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Dallas is a toll-road city. Traffic is the bane of people's existence. Cintra US  proposed a solution to install a new system of congestion-management engineering: LBJ and NTE TEXpress Lanes. Information needed to be introduced about these new lanes to educate, mitigate negative and/or misperceptions and drive trial. 

 
 

Solution
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Door Number 3 performed extensive market research including focus groups to garner baseline perceptions and expectations of the more than 26 miles of newly-constructed roadway. Brand positioning led to messaging that reinforced the benefits of the TEXpress lanes: choice, speed and getting time back in one's life for what's important. 

 
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Results
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For over four years, Door Number 3 has helped Cintra US drive traffic and revenue. The campaigns and promotions have led to better-educated, more-receptive commuters and demonstrative conversions in website, app and TEXpress Lanes traffic. Our most-recently completed year-over-year results include an impressive 202% increase in website sessions, a 298% increase in new user visits, a 27% increase in new account registrations and a 36% increase in promotional account activations.