Regional TRANSIT AUTHORITY

campaign overview

Since 2022, The Spears Group has proudly served as Agency of Record for the New Orleans Regional Transit Authority (RTA), leading a transformative, performance-driven paid media strategy to modernize one of the Gulf South’s largest public transportation systems. As AOR, we architect and execute a fully integrated media ecosystem — spanning strategic media planning, paid search and digital advertising, out-of-home (OOH), influencer partnerships, creative consultation, and real-time analytics — designed to increase ridership, accelerate adoption of the Le Pass mobile payment app, and drive measurable revenue growth. Our multi-year approach supports RTA’s long-term fare modernization goals by educating the public, motivating app downloads, activating riders across key cultural moments like Mardi Gras, and continuously optimizing performance across commuter and tourist audiences. More than an awareness campaign, this work has shifted rider behavior, strengthened public trust, and advanced digital infrastructure at scale — positioning RTA as a competitive, future-ready mobility network while delivering unprecedented engagement and sustainable growth for public transit in New Orleans.