Ad Campaign w/ Colleen Brown and Mayor Iveson

Edmonton Transit System hosts a 'Concert in Motion' with acclaimed musical talent Colleen Brown and Mayor Don Iveson.

Behind the Scenes: ETS Concert in Motion Production

Business Opportunity

With a large proportion of commuters engaged in social media and actively shaping the reputation of Edmonton Transit, the need was clear to establish an official presence and join the conversation. Working with a cross-functional team, Nathan led the process to identify the social media strategic direct, optimal platform and type of engagement that Edmonton Transit would pursue.

Following the decision to establish Facebook as the initial platform (facebook.com/takeETS), Nathan led the development and rollout of an integrated non-traditional campaign to generate a following and bring awareness to the suite of self-service transit tools available.

The campaign involved collaborating with award winning Canadian vocalist, Colleen Brown, to develop a video that was exclusively released through social media, called ‘Concert-in-Motion'. The video tells a story of a commuter (who happens to be the Mayor) rushing to catch a bus and then finding himself in an unexpected scenario of witnessing a musical performance while on board.

Actions + Outcomes

Over 14,000 views of the Concert-in-Motion video on YouTube.

Nathan won the Canadian Urban Transit Association national award for Corporate Leadership within the Marketing and Communications category as well as received congratulations (protocol item) from Mayor and City Council.