Crosslake Connection & Ride2Downtown Campaign - Bellevue Downtown Association
Overview:
Role: TDM Marketing & Outreach Coordinator, Bellevue Downtown Association (Connect Bellevue)
The 2 Line Crosslake Connection brought light rail across Lake Washington on the world’s first floating bridge to carry it, connecting Seattle and the Eastside. As the marketing lead for Connect Bellevue, I planned and executed the campaign for its opening celebration at the Bellevue Downtown Station, in just two months, aligning the City of Bellevue, King County Metro, an Amazon corporate sponsorship, and my own organization’s priorities around a single plan.
The goal reached beyond opening day. I wanted new riders to keep choosing transit to get downtown, so I built a campaign that would carry the momentum forward.
Ride2Downtown Campaign
Launched the day after the opening, Ride2Downtown rewarded transit riders with exclusive discounts from 8 local Bellevue businesses. The program gave riders a reason to return and connected downtown businesses directly to a new wave of visitors, reaching 475 sign-ups in its first two months.
Key Contributions:
Campaign Planning: Developed and executed the full opening celebration campaign on a two-month timeline while continuing to manage ongoing City of Bellevue and King County Metro programs.
Stakeholder Alignment: Balanced the priorities of two public agencies, a corporate sponsor, and internal teams to deliver a unified message across every channel.
Business Partnerships: Collaborated with 8 local businesses to form Ride2Downtown, and coordinated the promotion of the offers to create a rider rewards program.
Creative & Brand Development: Designed print and digital campaign materials in Adobe Illustrator, keeping the look and voice consistent across partners.
Results-Driven Execution: Together, the two campaigns drove 110,000+ content views and put 2,400+ exclusive totes and stickers into riders’ hands.