By the numbers
62
media placements
400M+
earned media impressions
24
broadcast mentions
Client background
Dallas Area Rapid Transit (DART) serves the Dallas-Fort Worth region. In 2025, DART marked its 40th anniversary and turned to CKP to help mark the occasion.
The challenge
DART wanted to build visibility for its 40th anniversary. The centerpiece: a bus wrap featuring Grammy-winning Dallas native Erykah Badu. DART needed media coverage strong enough to match the moment, plus a sweepstakes offering fans a ride-along with the artist. CKP had to turn a bus wrap into a story people would actually cover.
The CKP approach
We used our Dallas-Fort Worth media relationships to build the story around Badu’s connection to the city and to public transit. We ran audience research first, to confirm Badu’s appeal with current and potential riders before writing a word of messaging. From there, we wrote press releases and pitches tailored to specific outlets, then brought in local media personalities to extend reach beyond traditional press. At the unveiling, we coordinated interviews and captured content on-site. After the event, we kept the story moving with follow-up materials that framed the partnership’s cultural significance for Dallas.
What we delivered
- Community Relations
- Media Relations
- Content Marketing
- Influencer Relations
Results
The campaign built DART’s visibility during its 40th anniversary by connecting the agency to a figure Dallas already loves. It generated more than 400 million earned media impressions, 33% above target, and secured 62 media placements, 124% above goal. Coverage included 24 broadcast mentions and $4.9 million in media value. DART called the execution phenomenal.
