California Department of Transportation
Rebuilding of the West Approach to the Bay Bridge
Imagine closing the Bay Bridge for a long holiday weekend and the nightmare that would ensue. That’s why Caltrans turned to O’Rorke when they needed to close the bridge during Labor Day weekend in 2006 and 2007.
In 2006, the bridge was to be closed in one direction only. In less than one month and on a shoestring budget, O’Rorke produced and placed television, radio, movie theater and print ads throughout central and northern California to successfully augment publicity about the closure. In 2007, faced with the prospect of a closure in both directions, we executed a nearly four-week long multimedia ad campaign that reached every major market in the state.
O’Rorke was able to negotiate significant bonuses for ad space purchased, thereby stretching the State’s budget by $72,000. Both closures went very smoothly.
