VDOT I-95 Project

VDOT I-95 James River Bridge Restoration Project.

It’s been said that “all advertising is good news.” Well, that’s not always the case. Sometimes advertising has to deliver what could be considered “bad” news.

The I-95 James River Bridge carries more than 100,000 vehicles through Richmond every day, more than three times what it was originally built to carry. So in spring of 2000, the Virginia Department of Transportation (VDOT) prepared to launch a two-year restoration project that would have a negative impact on the millions of I-95 drivers. And it was our job to deliver the news. The first step was to conduct research with focus groups made up of opinion leaders in the community. These “advisory teams” had distinct areas of expertise: tourism, emergency response, shipping and business. The groups not only afforded VDOT and Siddall a wealth of valuable information, but also built an army of supporters for the project who could inform and involve the community.

In terms of getting the message out to the public, an entertaining newspaper and radio campaign was created, as well as outdoor boards posted along I-95 suggesting alternate routes. Ticketmaster, local theatres and the city’s baseball team included informational flyers with their tickets so visitors wouldn’t miss the curtain going up or the first pitch. A website and telephone hotline offered commuters and travelers useful up-to-the-minute information. Numerous press briefings were held and the team personally visited more than 40 major area employers to help them create communications plans for their employees.

Shortly after construction began, a survey was conducted to gauge awareness of the project and monitor its effectiveness. 88% of the respondents were aware of the project, well exceeding VDOT’s goal of 75%. 44% of motorists changed or planned to change their commute to avoid the construction. And 81% rated the communications as effective, with 58% calling it very effective. The “bad” news ended up being “good,” after all.