Case Study: Arizona Department of Transportation boosts Travel ID issuance with Go Fish Digital

Arizona Department of Transportation boosts Travel IDs 51% with Go Fish Digital

The Arizona Department of Transportation (ADOT) faced the challenge of informing residents about a new federal law requiring a "Travel ID" for domestic air travel before an October 2020 deadline. They partnered with Go Fish Digital to launch a campaign that would raise awareness and drive license updates, overcoming public preconceptions about bureaucratic processes.

Go Fish Digital implemented a full-scale campaign that reframed the requirement as earning a "Gold Star," utilizing both digital and traditional out-of-home media placements. This strategy successfully communicated the benefits and simplified the process for residents. The campaign resulted in over 5 million impressions and a 51% increase in Travel IDs issued, with a cost of just 37 cents per website engagement.

Arizona Department of Transportation