Bay Bridge Sponsorship Project
Maryland Transportation Authority

When the Maryland Transportation Authority (MdTA) decided to implement an innovative pilot program to seek corporate sponsors for customers' tolls at the Chesapeake Bay Bridge, they needed a unique marketing strategy to reach multiple target audiences. MdTA chose Remline to develop a media plan to accomplish their goal.

Remline performed extensive background research on the success factor of this type of sponsorship, accurately comparing the cost and effectiveness of the sponsorship versus traditional media advertising. Interviews with potential advertisers and advertising agencies provided valuable insight into the attractiveness of a sponsorship program, and Remline projected the many challenges this "one-of-a kind" project might face along the way. Once all the data was collected and analyzed, Remline developed and presented a media plan for the sponsorship program.

An extensive media list, comprised of radio stations, TV stations, newspapers and Chambers of Commerce within the Maryland, Washington, DC and Delaware regions, as well as national business publications, the American Association of Advertising Agencies and the Public Relations Society of America, was created to inform potential sponsors about the Bay Bridge sponsorship opportunity.

A press release announced the unique sponsorship opportunity to the various media outlets. Prior to the release, calls were made to the media, along with follow up calls after the release to answer questions and "sell" them on the story. Several national media picked up the story including the Associated Press and AdWeek magazine.

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