HAMPTON, Va., — Hampton Roads Transit (HRT) earned six 2024 Pinnacle Awards presented by the Hampton Roads chapter of the Public Relations Society of America (PRSA).
“This remarkable achievement is a testament to the hard work, dedication and commitment to excellence our Marketing and Strategic Communications department brings to the organization,” said William E. Harrell, President and CEO at HRT.
HRT received four Excellence Awards and two Merit Awards during the awards ceremony on Nov. 7:
- Community Relations Campaign: VB Wave 40th anniversary campaign (Excellence Award). The VB Wave 40th Anniversary campaign supported seasonal trolley service at the Oceanfront and included a community celebration held in July.
- Community Relations Campaign: Student Freedom Pass (Excellence Award). The Student Freedom Pass is a free transit pass for students aged 13 to 17. This campaign included two back-to-school bashes where students signed up for a free pass before the beginning of the school year, plus social media posts, postcards and flyers.
- Content Marketing: Vanuary and Rideshare the Love campaign (Excellence Award). The Vanuary campaign by HRT’s Traffic Demand Management (TDM) program used a clever play on words to capitalize on the start of a new year and people’s resolve for change. Rideshare the Love was a nod to a social media trend about “romanticizing your life.”
- Events and Observances (More than 7 days): Earth Month & Bike Month (Merit Award). Both Earth Month and Bike Month campaigns promoted a host of community focused events and partnerships with various organizations, including a free fare day, bus stop cleanups, Bike to Work Day, and numerous bike rides throughout the region.
- Diversity, Equity and Inclusion Campaign: Transit Equity Day and Juneteenth events and promotions (Excellence Award). The Transit Equity Day celebration was held at HRT’s Hampton Transit Center to recognize the achievements of Rosa Parks. More than 100 people attended an event unveiling a plaque to honor Parks. HRT celebrated Juneteenth by offering free fare and encouraging customers and staff to take photos at selfie posters on display at four transit centers.
- Blogs: Solving the Ridership Gap: Would Free Fare Be the Solution? (Merit Award). HRT’s blog, On the Move, did a deep dive into the pros and cons of going fare free. The blog post received local and national media attention.
“From development to design to execution, each campaign relied on the talents of every team member to create a winning strategy,” said Alexis Majied, HRT’s Chief Communications Officer.
Entries were submitted by companies and organizations throughout Hampton Roads. The Pinnacle Awards recognize the best public relations programs and tactics in the Hampton Roads region and recognize individuals for professional achievements in public relations.
Members of HRT’s Marketing and Strategic Communications team display HRT’s six Pinnacle Awards.
From left to right: Angela Gregory, Katie Fenimore, Amy Jordan (in green), Alexis Majied, Royall Bryan and
Amber-Leigh Wimbrough. Photo courtesy Hampton Roads Transit.