In Dallas, traffic isn’t just a nuisance. It’s a way of life. Cintra US set out to change that by introducing LBJ and NTE TEXpress Lanes, an innovative congestion-management system that gave drivers something rare on Texas roads: choice. But first, they needed to educate commuters, shift perceptions, and drive adoption of a completely new way to move through the city.

Behind every commute sits a basic human truth: people want freedom, control, and their time back. Through research and focus groups, we uncovered the emotional drivers that mattered most, then reframed TEXpress Lanes from a toll to a tool. Not a fee, but a time-saver. Not a burden, but a better option. This shift unlocked the path to growth: show Texans they’re not paying to drive. They're investing in getting their lives back.

We built a full-funnel strategy to educate, persuade, and convert.

Messaging:
Clear, empowering language positioned TEXpress as the faster, flexible lane designed for people with places to be.

Creative:
Bold visuals and human-centered storytelling brought the benefit to life: fewer brake lights, more green lights, and more moments that actually matter.

Media:
An integrated mix across digital, social, OOH, and broadcast guided commuters from curiosity to confident account holders—meeting them exactly where their frustrations peak: on the road, on their screens, and in their routines.

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.