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Chesapeake Bay Bridge Tunnel
The Journey

Ciniva worked with the Chesapeake Bay Bridge Tunnel to guide summer travelers along the best route. We brought users the easy task of single click navigation, revolutionizing their road trip and introducing to the best scenic shortcut on the east coast.

Ciniva worked with the Chesapeake Bay Bridge Tunnel to guide summer travelers along the best route. We brought users the easy task of single click navigation, revolutionizing their road trip and introducing to the best scenic shortcut on the east coast.

Native Navigation

Through a multi-layered digital channel approach we were able to keep the CBBT top of mind as users built out their travel plans. Expansive and inspirational images grabbed users attention while custom Waze pins helped guide users across. 

Accenting the Journey

From EZ pass information to traffic updates, we wanted to build a central hub for travelers to reference as they set out on their drive. The Journey micro-site allowed us to build a mobile focused interactive experience that contained the right information and the ability to start a trip in whichever navigation app was chosen for the users OS.

Branding a Bridge-Tunnel

The CBBT is an engineering triumph but it’s also a necessary roadway maintained by a caring team of professionals. We started this Summer campaign with a brand strategy workshop, to identify how such a unique entity can communicate with it’s community. The CBBT is about experience, the safety measures taken, the constant improvements, the scenic views… We built messaging and brand identity around owning that experience.

How We Helped

Starting with a collaborative workshop to help identify Brand Strategy to crafting a custom Waze location pin, the Journey was a Summer campaign for the Chesapeake Bay Bridge Tunnel that drove over 10,000 new travelers across. Accenting user’s journey through predicting digital behavior was how this campaign succeeded.

What We Provided

Marketing Strategy + Planning, Content Architecture, Experience Architecture, Web Development, Campaign Strategy, Concept Development, Creative Direction, Copywriting, Art Direction & Design, Ad Development.

9

Million Impressions

35k

Campaign Engagements

10k

New Summer Travelers

“The Ciniva team expertly provides website and digital advertising support for our tourism-oriented marketing efforts.  Their staff partner with our in-house marketing group to ensure advertising is properly targeted and results driven. Ciniva staff know when to encourage new initiatives and constantly test the results of various campaigns and platforms to ensure the best results.  Their efforts in hosting and maintaining our website platform are some of the best in the industry. We’ve been collaborating for many years and enjoy working with all members of the Ciniva team.”

Paige Addison

Marketing Specialist
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