ATU Local 689 ad campaign ushered in historic innauguration of President Obama.

Case Study | Amalgamated Transit Union Local 689 ( www.atulocal689.org)

Client: Amalgamated Transit Union Local 689 is comprised of more than 10,000 members, with 2,500 retired and 7,500 active professional men and women in Washington, DC, Maryland and Virginia.  They include bus and rail operators, mechanics, administrators and office clerks. Local 689 is the third largest ATU local union in North America and Canada.

Challenge: When an estimated 1.8 million converged on the National Mall on January 20 to witness the inauguration of President Barack Obama, members of Amalgamated Transit Union Local 689 recognized the need to play a vital role in the historic event.  Local 689 members ferried inaugural crowds to and from the Mall and around town, helping Metro set new ridership records.  The union’s presence as a public ally at this historic moment needed to be evident.

Solution: To highlight the Union’s role in “Making Metro Work” during the inaugural festivities, McKinney planned and executed a multi-tier advertising and media relations campaign.  McKinney provided a complement of advertising services to promote awareness of Local 689 as a public ally and major player in inaugural festivities.  McKinney's scope of work involved determining advertising objectives; planning, selecting and buying media; conducting photo shoots; and designing copy and producing camera-ready artwork.  To give the client the maximum bang for the buck, ancillary earned media including a commentary on DC public radio station WAMU, was also generated to coincide with the paid placements.

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Experience and expertise in securing paid media buys, McKinney ensures that advertising dollars are leveraged for optimal outreach and a beneficial return on the investment. 

Our experience includes:

• Coordination of Outdoor and Transit Advertising
• Creative Design Concepts and Production
• Strategic Spending Plans (bang for the buck buys)
• Value-Added Earned Media