Harris County Toll Road Authority Advances All-Electronic Tolling and EZ TAG Growth in Harris County
Harris County Toll Road Authority sought to modernize Texas’ most-used toll road network by transitioning the Sam Houston Tollway to all-electronic tolling while increasing EZ TAG adoption. Outreach Strategists led a research-driven public engagement, branding, and marketing strategy to support a seamless transition and strengthen customer awareness.
Multilingual paid social campaign driving EZ TAG adoption.
Results
Transition to all-electronic tolling completed without major disruptions
Enhanced public safety through removal of staffed toll plazas and improved traffic flow
Supported operational efficiencies and reduced toll collection costs through increased electronic toll adoption
35.9 million+ digital impressions for EZ TAG enrollment campaign
522,398 visits to the EZ TAG sign-up page over four months
20,723 conversions with a 3.97% conversion rate
More than 500 campaign collateral assets produced
Campaign completed on time and under budget
Project recognized through industry presentations hosted by the International Bridge, Tunnel and Turnpike Association
Transit awareness campaign educating commuters on the new tolling system.
Public education signage reinforcing EZ TAG benefits.
Strategy
Conducted multilingual focus groups, customer research, and market analysis to guide communications
Developed public education campaigns for the transition to all-electronic tolling
Created targeted marketing campaigns promoting new EZ TAG discounts and customer benefits
Produced integrated advertising across TV, radio, streaming, digital, and social media
Supported agency rebrand with updated identity standards and the “HCTRA Connects” platform
Impact
Modernized regional mobility infrastructure, improved customer access to tolling services, and strengthened Harris County Toll Road Authority as a trusted transportation leader serving communities across Harris County.
Commissioner-led public education video explaining the all-electronic tolling transition.
Branding
Editorial Design
Research
Video
