MVTA receives marketing award for ‘En Route’ campaign
Mar 21, 2025 4:15 pm
Minnesota Valley Transit Authority’s “En Route” marketing campaign was recently recognized with a national award from the American Public Transportation Association.
This award highlights MVTA’s innovative approach to connecting with the communities it serves and enhancing public understanding of its transit services.
Launched in 2024, the “En Route” campaign was designed to bridge the gap between MVTA’s public transit services and the diverse communities within its service area. The initiative targeted both current and potential riders, as well as local businesses, with the goal of humanizing transit services by showcasing the personal stories of riders and highlighting the various destinations accessible through MVTA’s routes.
MVTA staff collected stories directly from riders while gathering input on different routes every month.
“Public transit should be more than just a means of transportation; it should be a catalyst for community building,” said KaSondra Wiederich, Senior Marketing Specialist at MVTA. “Through the ‘En Route’ campaign, we aimed to celebrate the unique journeys of our riders and demonstrate how MVTA connects people to the places and opportunities that matter most to them.”
En Route strategy
The “En Route” strategy revolved around collecting and sharing personal stories of riders, shifting the perception of transit from a logistical service to a community-building experience. By leveraging social media and other communication channels, the campaign fostered empathy, pride, and a sense of belonging among riders.
In addition to rider stories, the campaign focused on fostering partnerships with local businesses along transit routes to raise awareness of MVTA services and their potential to increase customer and workforce access.
The “En Route” campaign was built on MVTA’s dedication to making transit services more relatable and inclusive. By focusing on the human side of transit, the campaign fostered a sense of pride, connection, and empowerment among riders, while also driving business engagement and increased ridership.
“This recognition reflects the hard work and creativity of our team and underscores MVTA’s commitment to serving and advocating for our community,” said MVTA Chief Executive Officer Luther Wynder.
About MVTA
MVTA provides public transportation services to the southern suburbs of the Twin Cities metropolitan area. Committed to delivering safe, reliable, and customer-focused transit options, MVTA strives to connect people to destinations that enhance their quality of life.
For more information about MVTA and its services, please visit www.mvta.com.
