E-ZPass Delaware Marketing Campaign
Delaware Department of Transportation

When the Delaware Department of Transportation took over administration of Delaware's E-ZPass program and moved
customer service from a multi-state consortium to Delaware, they selected Remline to create a marketing campaign that would both inform and excite current and future E-ZPass customers.

Remline created a breezy new E-ZPass Delaware logo that combined the existing national logo with the “Keep Movin' Delaware” slogan. Strategy called for a secondary message of “easy accessibility to local customer service 24/7."

The direct mail campaign began with existing customers receiving letters from the Delaware Secretary of Transportation preparing them for positive changes, asking them to validate their current account information and telling them how to return their old transponders. A follow-up letter reviewed the previous letter and encouraged a quick response. It also provided the exact amount transferred from the consortium account and other relevant information.

A brochure and online information told potential new customers about the benefits of E-ZPass, how to use it, and how to sign up for an account. That was followed by a blitz media campaign utilizing billboards, radio and newspapers. Radio listeners hummed along to the bouncy Keep Movin' jingle and the press gathered for a gala event at the opening of the new Delaware E-ZPass Customer Service Center. Promotional merchandise was distributed during the campaign including a 5-minute phone card/key chain, blankets, footballs and Frisbees.

Many customers took the time to call and let DelDOT know how much they appreciated these improvements to customer service.

< back to gallery