Each year, the average Houstonian spends 75 hours in traffic. So, when the Texas Department of Transportation (TxDOT) realized that their $1 billion SH 288 Toll Lanes Expansion project was going to make commuter traffic worse for several years before it got better, they knew they wanted a multi-dimensional plan to control the conversation. To complicate matters further, TxDOT’s SH 288 campaign needed to reach layered audiences who’d be searching for everything from bid opportunities to construction progress and detour information. The congestion on the roads was unavoidable – but we worked to make their digital presence and communication strategy an easy drive, beginning with new branding (Drive288), and a user-friendly website.