TEXPRESS LANES
INCREASING ACCOUNT REGISTRATIONS BY 27%
ISSUE
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.
ANSWER
Door No. 3 performed extensive market research – including focus groups to garner baseline perceptions and expectations – which led to messaging that reinforced the benefit of the TEXpress Lanes: choice, speed and getting time back in one’s life for what’s important.
RESULTS
For over four years, Door No. 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.