Dallas Area Rapid Transit Erykah Badu Bus

Dallas Area Rapid Transit (DART) celebrated its 40th anniversary by launching a high-impact media relations campaign centered around the unveiling of the Badu Bus—a visually striking bus wrap featuring Erykah Badu. DART looked to CKP to build awareness of the bus celebrating the organization’s milestone anniversary by leveraging the iconic status of the Grammy Award-winning recording artist, who has deep roots in the Dallas community and a personal connection to public transit.

A large bus wrapped in vibrant purple and red circular patterns featuring a large image of Erykah Badu, a well-known singer, on the side. The bus is branded as the 'Badu Bus' with the words 'DART X BADU' on the top,in a collaboration with Dallas Area Rapid Transit (DART). The bus stands in an outdoor setting under a clear sky.

The Challenge

The campaign aimed to amplify DART’s brand visibility and reputation through extensive media coverage, highlighting the partnership and offering the public a unique opportunity to win a ride-along sweepstakes with the artist. CKP designed and executed a media relations strategy to maximize exposure, resulting in substantial media coverage that significantly enhanced DART’s reputation during its 40th anniversary.

The CKP Approach

CKP leveraged its expertise in the Dallas-Fort Worth area to promote Erykah Badu’s collaboration with DART, targeting current and potential riders, as well as the broader community. Through audience research, CKP confirmed Badu’s appeal and crafted strategic messaging for maximum resonance. The agency issued tailored press releases and pitches to key media outlets and engaged local personalities to broaden reach. At the unveiling, CKP coordinated interviews and content capture, ensuring extensive media coverage. Post-event, the team provided additional materials to maintain momentum, emphasizing the cultural impact of Badu’s partnership with DART.

Community Relations

CKP actively engaged community organizations by highlighting the cultural significance of Erykah Badu's collaboration with DART, encouraging their participation through strategic outreach and emphasizing the partnership's potential to positively impact the local community.

Media Relations

CKP's media relations strategy successfully drew attendance to the press conference by issuing targeted press releases, engaging key media outlets, and coordinating interviews.

Content Marketing

CKP provided strategic counsel for content marketing extensions, advising on how to leverage the Erykah Badu and DART partnership across digital platforms to maximize engagement and extend the campaign's reach beyond traditional media channels.

Influencer Relations

CKP strengthened influencer relations by identifying and partnering with local influencers and media personalities whose values aligned with DART’s mission.

Outcomes Achieved

The initiative successfully elevated DART’s brand awareness among key audiences during its 40th anniversary by aligning the organization with beloved community figure, Erykah Badu. DART was thrilled with the media placement results, praising CKP’s execution as phenomenal. The campaign generated more than 400 million earned media impressions, exceeding the target by 33%, and secured 62 media placements, surpassing the goal by 124%. Additionally, it garnered 24 broadcast mentions, further amplifying the campaign’s reach, with an overall media value of $4.9 million in high-quality coverage.

Highlights and Objectives

Media Placements

0m+

Earned Media Impression

Broadcast Mentions

Media Value

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