NC State PR students boost GoTriangle ridership, awareness with spring campaigns

RALEIGH, N.C. (WTVD) -- A partnership between GoTriangle and public relations students at North Carolina State University are credited with increasing awareness and ridership on several Triangle transit routes this spring.

The collaboration involved 24 students in Assistant Professor Dr. Kalyca Becktel's Public Relations Campaign class during the Spring 2026 semester. Students were tasked with creating campaigns to promote GoTriangle Routes 100, 700 and 705.

The students, working under the name "PackLab Public Relations," developed two separate campaigns targeting college students and Durham transit riders.

One campaign, called "Don't Go Spring Broke," focused on encouraging students from NC State and Meredith College to use Route 100 to travel to and from Raleigh-Durham International Airport. Another campaign, titled #FindYourSpot, promoted Routes 700 and 705 by highlighting Durham businesses accessible by bus service.

According to GoTriangle, the campaigns produced measurable results in just a few months.

For Route 100, GoTriangle reported:

• More than 25,000 social media views
• 8% increase in route boardings
• 22% increase in GoPass signups
• 71 Umo app downloads through classroom outreach
• Over 17,000 views of a television news story about the campaign
• 40% increase in awareness of the route among NC State and Meredith College students

The Route 700 and 705 campaign also saw significant engagement, including:

• Over 30,000 views and 600 likes on a campaign Instagram reel
• 150% increase in awareness of the two routes
• 20% increase in positive attitudes toward Durham bus use among new riders
• 100% increase in rider confidence

The campaign also included a special Durham Bulls game night for selected students from North Carolina Central University.

"The process was nothing short of incredible and impressive," said Matt Lail, GoTriangle's public relations manager. "Each and every one of these students brought an attention to detail, a desire to learn, and a propensity for creativity."

Dr. Becktel said the partnership gave students an opportunity to see how their work could make a real-world impact.

"GoTriangle's investment in our students showed them that their voices, ideas and work have real impact far beyond the classroom," Becktel said.

The partnership came as GoTriangle rolled out its March 2026 service changes, which included updates to service frequency, route alignments and operating hours across the Triangle region.

GoTriangle serves communities across Durham, Raleigh, Chapel Hill and surrounding areas with regional public transportation options.