The Phased Paid Media Cycle
We employ a continuous, data-driven cycle to ensure every dollar of the $230k budget is maximized for the RTAA Centennial.
Research & Situation Analysis
Audience behavior, market trends, infrastructure milestones, and air service priorities inform opportunity identification.
Media Strategy & Planning
Channel mix, targeting, and budgets are heavily weighted toward measurable digital platforms across the 12-month period.
Campaign Execution
Campaigns are launched with market-specific creative and highly coordinated placements across our full digital suite and local OOH.
Monitoring & Optimization
Performance is actively monitored in real-time and adjusted against key performance indicators utilizing AI tools to eliminate wasted spend.
Reporting & Refinement
Results and deep insights inform ongoing optimization and future planning for successive campaign phases.
A heavy index on precision digital targeting.
By omitting costly physical activations, we've unlocked a massive $170,000 budget dedicated purely to a full-funnel digital and programmatic suite. This ensures we reach every core stakeholder where they consume information most.
-
$170,000Full-Suite Digital, Search & Social (74%)
-
$45,000Hyper-Local OOH (19%)
-
$15,000Earned Media Amplification (7%)
How our placements ladder up to the strategy.
Innovation Callout: Emerging Paid Formats
To stretch our budget, we employ advanced formats enabling greater depth of engagement. This includes precision geolocation targeting and foot-traffic reporting via Azira and Epsilon. We will also leverage early testing with AI-driven ad formats via ChatGPT to dynamically optimize ad copy in real-time.
Full-Funnel Digital Suite
A massive investment in trackable, scalable digital formats. This includes Google Search for intent capture, Google Display & YouTube for broad awareness, and programmatic buys via Azira and Epsilon for hyper-targeted geo-fencing around high-frequency transit corridors. Paid social (Meta, TikTok) paired with AI-optimized interactive copy invites continuous public feedback.
Drives absolute modernization. Shifts brand perception to "Forward-Looking" by utilizing the full spectrum of modern digital channels for two-way dialogue and intent capture.
Hyper-Local OOH
Strategic placement of out-of-home advertising constrained entirely to owned transit assets. This includes high-impact digital shelter boards, hero bus wraps traversing downtown cores, and terminal floor decals ensuring high visibility among frequent riders throughout the year.
Visual dominance. Concentrating spend proves operational efficiency and contextualizes the new identity directly in the commuter's journey.
Earned Media Amplification
Partnering directly with local news outlets to control our narrative. We will deploy paid media dollars to actively whitelist and boost high-value local broadcast segments and organic PR hits from stations like KTVN (CBS 2), KOLO (ABC 8), KRNV (News 4), and News Talk 780 KOH. Additionally, we will secure co-branded sponsored video segments and editorial features with prominent local publications such as the Reno Gazette-Journal (RGJ), Northern Nevada Business Weekly (NNBW), and Reno Magazine to highlight RTAA's 100-year community impact.
Credibility at Scale. By anchoring our message in trusted local journalism and sponsored video formats, we ensure our community-focused narratives reach a significantly larger, highly attentive local audience.
Sustaining an always-on momentum.
A steady, consistent drumbeat of digital presence is maintained all year, establishing a baseline of awareness and engagement that ensures the Centennial messaging becomes ingrained in the community over the full 12-month lifecycle.
Detailed Media Allocation
A comprehensive line-item breakdown detailing the expanded Google and Programmatic digital suite, flight dates, and a smoothed, continuous monthly spend to ensure absolute budget adherence.
| Platform / Media | Strategy Focus | Flight Dates | Total Spend | Jan | Feb | Mar | Apr | May | Jun | Jul | Aug | Sep | Oct | Nov | Dec |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Digital Suite, Search & Social ($170,000) | |||||||||||||||
| Google Search Ads | Capturing high-intent branded ("RNO Airport") and non-branded transit terms to drive immediate education and destination awareness. | 1/1 - 12/31 | $30,000 | $2,500 | $2,500 | $2,500 | $2,500 | $2,500 | $2,500 | $2,500 | $2,500 | $2,500 | $2,500 | $2,500 | $2,500 |
| Google Display & YouTube | Deploying visually engaging 100-year historical and forward-looking video content utilizing Google AI audience modeling for massive local reach. | 1/1 - 12/31 | $35,000 | $2,900 | $2,900 | $2,900 | $2,900 | $2,900 | $2,900 | $2,900 | $2,900 | $2,900 | $2,900 | $2,900 | $3,100 |
| Programmatic (Azira/Epsilon) | Leveraging location intelligence to geo-fence the RTAA footprint, local transit hubs, and downtown business districts directly on mobile devices. | 1/1 - 12/31 | $45,000 | $3,750 | $3,750 | $3,750 | $3,750 | $3,750 | $3,750 | $3,750 | $3,750 | $3,750 | $3,750 | $3,750 | $3,750 |
| Meta (FB/IG) + AI Opt. | Targeting local demographics with interactive polls, AI-optimized copy, and historical photo carousels to drive continuous community dialogue. | 1/1 - 12/31 | $40,000 | $3,300 | $3,300 | $3,300 | $3,300 | $3,300 | $3,300 | $3,300 | $3,300 | $3,300 | $3,300 | $3,300 | $3,700 |
| TikTok | Delivering high-energy, short-form video to Gen-Z and younger Millennials to build foundational brand awareness and excitement. | 1/1 - 12/31 | $20,000 | $1,600 | $1,600 | $1,600 | $1,600 | $1,600 | $1,600 | $1,600 | $1,600 | $1,600 | $1,600 | $1,600 | $2,400 |
| Hyper-Local OOH ($45,000) | |||||||||||||||
| Digital Shelters | High-impact digital boards targeting frequent riders within RNO baggage claim, ticketing halls, and regional high-traffic commuter nodes. | 1/1 - 12/31 | $24,000 | $2,000 | $2,000 | $2,000 | $2,000 | $2,000 | $2,000 | $2,000 | $2,000 | $2,000 | $2,000 | $2,000 | $2,000 |
| Hero Bus Wraps | Maximum visibility moving billboards blanketing key Washoe County commuter routes, RTC lines, and core downtown corridors. | 1/1 - 12/31 | $15,000 | $1,250 | $1,250 | $1,250 | $1,250 | $1,250 | $1,250 | $1,250 | $1,250 | $1,250 | $1,250 | $1,250 | $1,250 |
| Terminal Decals | Immersive floor and wall graphics transforming the airport terminal into an interactive, 100-year storytelling journey for passengers. | 1/1 - 12/31 | $6,000 | $500 | $500 | $500 | $500 | $500 | $500 | $500 | $500 | $500 | $500 | $500 | $500 |
| Earned Amplification ($15,000) | |||||||||||||||
| Local Broadcast (KTVN, KOLO, KRNV, KKOH) | Deploying paid dollars to boost and whitelist high-value local news broadcast segments, executive interviews, and organic PR hits. | 1/1 - 12/31 | $10,000 | $800 | $800 | $800 | $800 | $800 | $800 | $800 | $800 | $800 | $800 | $800 | $1,200 |
| Local Pubs (RGJ, NNBW, Reno Magazine) | Securing sponsored editorial features and co-branded video segments to highlight RTAA's 100-year community and economic impact. | Biannual | $5,000 | - | - | - | $2,500 | - | - | - | - | - | $2,500 | - | - |
| Grand Total | $230,000 | $18,600 | $18,600 | $18,600 | $21,100 | $18,600 | $18,600 | $18,600 | $18,600 | $18,600 | $21,100 | $18,600 | $20,400 | ||