Our Work

The Brand Advocates

Tri-Rail Rider Education Ambassador Program

Category:

Government or Municipal Public Relations

Organization:

South Florida Regional Transportation Authority (SFRTA) and the Florida Department of Transportation (FDOT)

Launch Date:

July 2024

Entry Summary:

In 2024, the South Florida Regional Transportation Authority, in partnership with the Florida Department of Transportation, District 4, launched the Tri-Rail Rider Education Ambassador Program—a forward-thinking initiative that redefined how public agencies engage with riders in real time.

The program coincided with the highly anticipated launch of Tri-Rail’s new Express Service into Downtown Miami, bringing a wave of new and returning passengers into the system. To support this growth and ensure a seamless rider experience, the agency deployed a team of trained college student ambassadors at Tri-Rail’s busiest stations: MiamiCentral, Miami Airport, and Metrorail Transfer.

The initiative was developed and implemented by The Brand Advocates, an award-winning communications firm with five offices across Florida. Known for their innovative public relations and community engagement work, The Brand Advocates designed the program to deliver both immediate support to riders and long-term workforce development opportunities for students interested in transportation careers.

Strategic Objectives:

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    Improve the passenger experience at high-volume transit hubs

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    Increase ease of use and reduce confusion for new and infrequent riders

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    Promote public trust and positive perception of Tri-Rail service

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    Inspire a pipeline of future professionals in public transportation

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    Support the successful rollout of the Downtown Express service

Execution:

Ambassadors were carefully recruited from local colleges and trained in transit operations, customer service, and wayfinding. Wearing branded uniforms and equipped with digital tools, they assisted passengers with trip planning, ticket purchases, platform navigation, and connections to other regional services.

The Brand Advocates executed a comprehensive communications strategy that included digital signage, outreach to academic institutions, targeted social media promotion, and on-site visibility to ensure strong awareness and engagement.

Results:

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    Over 15,000 passenger interactions in the first three months

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    Enhanced customer satisfaction at participating stations

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    Increased awareness of Tri-Rail’s new Downtown Express service

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    Strong student engagement, with 80% of ambassadors expressing interest in continuing in the transportation field

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    Positive media coverage and public feedback

Impact:

The Tri-Rail Rider Education Ambassador Program is a model of how government agencies can use authentic, human-centered communication to deliver public service. With execution led by The Brand Advocates, the program met riders where they were—literally—and provided immediate value while building long-term relationships.

By investing in face-to-face support at a critical moment in Tri-Rail’s growth, the initiative improved public perception, reduced rider friction, and helped ensure the success of new services. It also nurtured the next generation of transit professionals, bridging public outreach with workforce development in a meaningful, measurable way."

DiscoverFTLBeach.com – A Digital Gateway to Fort Lauderdale Beach

Category:

Websites – Government

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    City of Fort Lauderdale

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    The Brand Advocates

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    Beach Business Improvement District (BID)

Project Overview:

DiscoverFTLBeach.com is the official website of the Beach Business Improvement District (BID)—a special taxing district in Fort Lauderdale Beach dedicated to enhancing and promoting the area as a vibrant, year-round destination for both residents and visitors.

Developed and maintained by The Brand Advocates, an award-winning communications firm with five offices across Florida, the website serves as a dynamic marketing platform for the City of Fort Lauderdale and the BID, providing timely, engaging, and essential information about local businesses, events, attractions, and visitor resources.

Purpose & Vision:

DiscoverFTLBeach.com was designed to reflect the energy, beauty, and diversity of Fort Lauderdale Beach. More than just a tourism site, it is a strategic communication tool that showcases the district's offerings, drives economic activity, supports BID stakeholders, and positions the beach as a world-class destination with a distinct local character.

Key Features:

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    Business Directory: A comprehensive, easy-to-navigate listing of restaurants, hotels, shops, and services within the BID.

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    Event Calendar: Real-time updates on concerts, festivals, fitness classes, and special events that attract thousands to the beach each month.

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    Itineraries & Stories: Curated experiences, blogs, and insider tips that appeal to a range of travelers—from families to foodies.

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    Live Beach Cam & Weather: Providing a direct connection to the ocean 24/7.

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    Responsive Design: Optimized for mobile, ensuring accessibility for beachgoers and visitors on the move.

Execution & Management:

The Brand Advocates not only designed and launched DiscoverFTLBeach.com but also continues to maintain and manage the site’s content, updates, analytics, and marketing integration. Their team works closely with the City of Fort Lauderdale and BID leadership to ensure the site reflects the evolving needs of the district, supports local businesses, and responds to current trends in travel and tourism.

Through a combination of content strategy, SEO, stakeholder engagement, and performance monitoring, the site has become a central pillar of the district’s marketing efforts.

Results:

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    Over 100,000 unique visitors annually, with high engagement and return traffic

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    Increased visibility and foot traffic for BID businesses

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    Featured coverage in regional media and digital travel guides

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    Seamless integration with social media, email marketing, and event promotions

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    Strong alignment with the City’s economic development and tourism goals

Impact:

DiscoverFTLBeach.com has become the go-to digital destination for exploring Fort Lauderdale Beach—uniting city leadership, local businesses, and visitors around a shared, vibrant online experience. It is a testament to the power of smart municipal marketing and effective public-private collaboration.

This project represents the successful intersection of design, content, strategy, and civic pride—making it a standout nominee in the Government Website category."

The Brand Advocates
The Brand Advocates
The Brand Advocates
The Brand Advocates
The Brand Advocates

Where Does Breeze Fly? Social Media Series

Category:

Social Media – Campaign – Government

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    Vero Beach Regional Airport

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    The Brand Advocates

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    Breeze Airways

Project Overview:

In an era where regional air service is rapidly evolving, Vero Beach Regional Airport launched the "Where Does Breeze Fly?" social media campaign to build community awareness and excitement around new Breeze Airways service connecting the Treasure Coast to cities across the U.S.

Designed and executed by The Brand Advocates—the Airport’s Agency of Record—the series used storytelling, visual content, and travel inspiration to educate and engage local residents about the growing list of nonstop destinations available through Breeze. The campaign positioned Vero Beach Regional Airport as a convenient, user-friendly alternative to large, crowded airports, while sparking interest in new travel opportunities.

Campaign Objectives:

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    Increase public awareness of Breeze Airways’ routes from Vero Beach

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    Promote the ease and convenience of flying from Vero Beach Regional Airport

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    Build community pride in local air service

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    Encourage local travel, tourism, and outbound flight bookings

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    Strengthen partnerships with destination airports and tourism agencies

The Brand Advocates

Strategic Execution:

The Brand Advocates crafted a visually rich, content-forward campaign that spotlighted each destination city served by Breeze Airways from Vero Beach. The agency worked directly with Breeze Airways’ marketing team and the destination airports to access photography, fun facts, travel tips, and local tourism highlights.

The campaign was rolled out across Facebook, Instagram, and X (formerly Twitter), using a blend of:

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    Short-form videos

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    Interactive stories and polls

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    Destination spotlights with local flair

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    Engaging captions with travel inspiration

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    Cross-promotions with destination airport pages

The Brand Advocates

Each post was designed to educate the audience while fueling the imagination—turning simple route announcements into aspirational travel content.

Results:

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    Over 250,000 social impressions during the initial campaign period

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    Engagement rate more than double the industry average for government accounts

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    Significant increase in page follows and interactions on Vero Beach Regional Airport’s social media

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    Positive community feedback and comments expressing surprise, enthusiasm, and travel interest

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    Strengthened regional partnerships between Vero Beach, Breeze, and the destination cities

The Brand Advocates

Impact:

The "Where Does Breeze Fly?" campaign successfully turned airline route maps into human stories—bringing travel dreams closer to home for residents of Florida’s Treasure Coast. Through smart design, strategic collaboration, and a deep understanding of the local audience, The Brand Advocates transformed a basic service launch into a highly engaging public education effort. This campaign is a model for how government entities and agencies can use social media not only to inform, but to inspire."