In summer 2024, Metrolink’s social media team spearheaded a groundbreaking campaign celebrating the Olympic torch handoff from Paris to Los Angeles, spotlighting Southern California’s transit network for the 2028 Olympic and Paralympic Games. Collaborating with 10 regional transit agencies, Metrolink produced a vibrant, short-form video tailored for social platforms like Instagram and TikTok, reimagining LA’s car-centric narrative.
Metrolink collaborated with 10 regional transit agencies (LA Metro, Long Beach Transit, Victor Valley Transit, Santa Monica Big Blue Bus, Ventura County Transit Commission, Orange County Transit Authority, Riverside Transit Authority, UCLA Transportation, Culver City Bus, Pasadena Transit) to produce an engaging, short-form video optimized for social media platforms like Instagram and TikTok. Each agency provided footage of operators and equipment to include in the video, demonstrating the public transit sector's commitment to providing a seamless transit expereience for the 2028 Games. This innovative approach leveraged trending visual formats and music to showcase the convenience and accessibility of Southern California’s public transit options for the Olympics. The campaign strategically targeted digital platforms to maximize reach and relevance among a diverse audience at a time when the Olympic Games were top of mind for the world.
The video achieved over 360,000 views and counting, 710 comments and over 1600 saves across all social platforms, engaging a wide audience and generating excitement around public transit for the LA28 Games. The campaign elevated public awareness about regional transit options in Southern California, fostering a positive narrative around car-free travel and laying the groundwork for future engagement leading up to 2028. This campaign exemplifies Metrolink’s commitment to innovation, collaboration, and community engagement. By addressing a long-standing challenge—Southern California’s car-dependent culture—the campaign successfully reimagined public transit as a viable, exciting option for millions of Olympic visitors and residents alike. Its impressive results and ability to reshape perceptions demonstrate its impact and make it a standout entry worthy of a Shorty Award.
