• To inform and educate the public regarding construction and highway improvements in order to mitigate the stress and challenges of driving on 410 during the project
  
• To position TxDOT as a progressive State agency serving the public's needs
  
  

Solutions

• Developed multimedia campaign targeting commuters to brand project and informational website with daily lane closure updates and project timelines
  
• Educate and encourage businesses to get on board as strong supporters of the 410 project
  
• Build consensus for the project as a temporary, yet necessary inconvenience that would ultimately improve San Antonio’s mobility, environment and economic growth
  
• Identified key stakeholders and invited them to informational meetings
  

Results

• Website hits skyrocketed from 800 in May 2002 to over 20,000 in June 2002, when the campaign rolled out
  
• Developed strong corporate partnerships that augmented the impact of the campaign
  
• Achieved shift in tone of editorial coverage from negative to positive
  
• Built loyal base of repeat website visitors