Background
The light rail project in Jerusalem is considered one of the most complex transportation projects ever undertaken in Israel and is a particularly challenging project for the media world as well.

The Challenge
Is it really going to start running? Hard to believe.

The typical Jerusalem resident never really believed he’d ever see a running train. And despite this, the expectation (which turned out to be accurate) of tens of thousands of daily passengers required a unique PR campaign.

The Solution 
The light rail is a whole different ballgame. We will get used to it together.

All the advertising materials as well as the ATL and BTL marketing methods combined, created a presence at the well-known meeting points of residents and visitors.