Georgia Department of Transportation—“Let’s Ride” Rural Transit Statewide Branding & Marketing

Prior to 2021, Georgia had a significant unmet rural transit demand. To create a consistent fresh image for Georgia’s various rural transit providers, Georgia DOT collaborated on marketing initiatives that would grow ridership by building awareness and enhancing public perception of transit. The process determined the need for a branding effort incorporating a logo and slogan, “Let’s Ride,” to attract more Georgians to utilize rural transit because it connects the public to places in a reliable, convenient, safe, affordable, and equitable way. Through statewide campaign efforts, the $1.1 million Let’s Ride campaign opened doors for new and existing system users, improving both connectivity and mobility in rural areas. Let’s Ride enhances the public’s perception, knowledge, and understanding of rural transit systems while promoting the transit opportunities for everyone.