The Backstory
Stretching 236 miles in our great state of Kansas, the Kansas Turnpike sets the tone for an awe-inspiring road trip. Partnering with the Turnpike and K-TAG has been an amazing ride for Lifeboat Creative, and we are lucky to have a seat. From a brand refresh to print campaigns, vehicle graphics, an amazing web presence and way more – we certainly have the drive for excellence in everything we create for the Kansas Turnpike.
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Branding
The K-TAG logo was previously set, but the client was in need of an exciting new look to help propel a new message: K-TAG is now free. This was huge. We chose vibrant colors, new fonts and developed exciting elements to use in conjunction with the K-TAG logo.
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The initial campaign spoke to the reasons to get a K-TAG. (The sticker tag is now FREE! Get one!) These ads bring in brand colors, elements and images.
To celebrate their 60 year anniversary, the Kansas Turnpike sought to create a campaign that showcased reasons to travel the Turnpike. We came up with an image-heavy campaign that features sights along the Turnpike.
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Website / SEO
Kansas Turnpike Authority K-TAG East Kellogg ImprovementsWe launched this site in 2016. We had done the previous version in 2011. As websites have a short shelf life and with responsive technology becoming essential, we revamped their site, keeping in-line with their new branding and… well, just go look at it. It’s delightful.
The Kansas Turnpike started a big push toward electronic tolling in 2014. In order to get customers an account, we worked with the Turnpike to create a robust site where people could get a tag, manage their accounts and now, even pay violations – should you find yourself tagless.
The City of Wichita, the Kansas Department of Transportation (KDOT) and Kansas Turnpike Authority (KTA) have partnered to improve the intersection at Webb and Greenwich with improved access to the Turnpike to be completed in late 2021. To educate the public, we worked with the Kansas Turnpike to develop this informative site.
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Digital Ads
We created the Turnpike Times, an eblast template that follows the branding of the website, that they can customize each month.
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And More!
Vehicle Graphics Booth Billboards Starter Kits Rollup BannerWe love the way these vehicles turned out. They really stand out on the open road.
The Kansas Turnpike attends events across Kansas to get the word out about the free K-TAG and about traveling the Turnpike. They easily attract attention with their snazzy tent set-up. We used brand elements to create these pieces.
We have created both static and digital billboards for the Kansas Turnpike. Because digital billboards are simple to change-out we were able to refresh the layout/image on the campaign every 2 months.
We partnered with printers to put together K-TAG starter kits. The box kit version houses the hard case transferrable tag. We were tasked with coming up with a material that would be on the box that would render the tags unusable until activated.
Best suited for indoor events – out of the crazy Kansas wind – these rollup banners definitely attract attention.
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