I-77 Express 'Get There' Campaign Establishes the Highway as Charlotte's Helpful Neighbour

Tattoo Projects launched the 'Get There' campaign for client I-77 Mobility Partners last year to introduce the new expressway to the Charlotte community. Combining the brand’s playful personality with an out-of-home media buy targeting drivers, 'Get There' successfully portrayed the I-77 as a relatable, humorous, and valuable addition to the neighbourhood. In addition to out-of-home, media also included direct mailers as well as digital and radio to echo the brand’s personality during major drive times.

Due to the overwhelming success of the campaign, Tattoo Projects was tapped for this year’s B2B campaign, which informed local businesses and logistic companies that I-77 Express was now accepting all 2-axle vehicles. Tattoo Projects delivered a targeted media buy focusing on major park exits off of I-77 timed with a direct mail campaign.

The newly expanded campaign has achieved great success, and the I-77 brand personality proved flexible enough to speak to its new B2B audience while still appealing to its original local base.