Informing the public about the
“best way to cross the Bay”

SAN FRANCISCO BAY FERRY

The San Francisco Bay Area Water Emergency Transportation Authority (WETA) is a regional public transit agency tasked with operating and expanding ferry service on the San Francisco Bay and with coordinating the water transit response to regional emergencies. Under its San Francisco Bay Ferry brand, WETA transports more than three million passengers annually, connecting the cities of Alameda, Oakland, Richmond, San Francisco, South San Francisco and Vallejo, with seasonal service to Chase Center and Oracle Park.

CHALLENGE

Building awareness of San Francisco Bay Ferry through marketing and public outreach

With Bay Area traffic congestion at an all-time high, San Francisco Bay Ferry set a course to expand its operations and service network to provide commuters with a safe, more comfortable transportation alternative. WETA challenged us to build awareness of its San Francisco Bay Ferry brand and find new and innovative ways to engage with passengers and educate the public about the many benefits of water transportation.

APPROACH

MacKenzie serves as San Francisco Bay Ferry’s outsourced marketing and communications team, providing a variety of creative services and marketing communications support. We helped launch and market new routes in South San Francisco and Richmond through multi-channel advertising campaigns and public awareness initiatives, such as media events and public relations campaigns. Also, we developed a new brand for San Francisco Bay Ferry, and manage the ferry system’s social media presence.

SERVICES

Brand Development, Messaging, Copywriting, Social Media, Public Relations, Copywriting, Website Design, Video Production, Strategic Communications, Digital Marketing