King County Metro asks ‘Where to?’ in rider-centric ad campaign

A bicycle race. A first date. A polar plunge. Every rider has a different destination, but they’re all taking King County Metro to get there.

Our new advertising campaign, “Where to?”, shares some of the individual aspirations behind the 1.8 million trips that Metro delivers each week.

Metro’s in-house creative and marketing teams captured stunning visuals of riders using transit to traverse our beautiful region by bus, light rail and water taxi. In a nod to the destination signs on buses that might read “Ballard,” “Downtown” or “Skyway,” each rider’s personal destination floats above their heads thanks to special effects. We see them enjoying the journey as well—and connecting and growing along the way.

Launching on Labor Day, the “Where to?” campaign includes billboards, cable TV, digital placements, radio, social media, streaming video and transit ads, running in English, Spanish and Chinese. We were at the Husky football home opener and we’ll be hosting more in-person activations including a bike ride, a live music event and a polar plunge. Follow us on social media to find out how you can participate and get Metro swag.

The highest-ridership transit agency in the northwestern United States, Metro provides bus, on-demand, paratransit, vanpool and water taxi service, and operates the Seattle Streetcar, Sound Transit Link light rail and Sound Transit Express buses.

Thank you to everyone who made “Where to?” possible. No matter who you are or where you want to go, we’re proud to help you get there.

Visual examples