Dart's Triple Feature

Dallas Area Rapid Transit (DART) last week unveiled the first level of a three-tiered campaign aimed at alerting Dallas residents about the upcoming improvements in the city’s mass transportation system.
On Friday, DART officials hosted a “premiere” of their new campaign at the landmark Granada Theater here, kicking off movie-inspired themes in the advertising developed by the transit authority’s in-house creative team and Publicis in Dallas.
The initial work under the new “We’ll take you there” tagline touts the new rail and bus lines that will begin to expand DART’s reach to outer markets, including Fort Worth and the Dallas suburbs of Garland, Richardson and Plano.
“We want to paint an overall picture of everything that’s happening, rather than do it on a project-by-project basis,” said DART advertising manager Micah Causey.
The expansion plan, to be followed by a ridership campaign in May and a business traveler push later in the year, gains its...