CTIO communications staff on Tuesday outlined an expansive, multi-platform public information campaign intended to educate drivers about express lanes, enforcement and safety, reporting roughly 64.5 million impressions since January and multiple targeted outreach actions planned for the remainder of 2025.

Tim Hoover, CTIO communications lead, told the board the campaign includes paid media across television, digital, outdoor and print; targeted sponsorships with major-market TV morning shows; outdoor placements at ski areas and sporting venues; influencer partnerships; and bilingual direct-mail outreach in the Central 70 corridor. Hoover said the program has also begun text alerts for mountain-corridor express lanes and that signups were “in the 500s” at the time of the meeting.

Hoover framed the outreach as safety-focused. He noted the campaign emphasizes proper use of express lanes and enforcement results, saying, “we really try to advance the message that this program has been working. You know, if there's again, there's been an 85% reduction in violations, and it's all about safety.”

Board members praised the campaign during the update. Vice Chair Cecil Gutierrez and Director Adams both commended staff for reaching diverse audiences and for using hyperlocal print and bilingual mailers targeted at neighborhoods such as Montbello. Directors also noted partnerships with rental car agencies for tear-off informational pads and targeted ads near Rocky Mountain games and on fuel-pump TV units.

What staff plans next: Hoover said the team is completing animated instructional videos (striping and how to use express lanes), launching a refreshed landing page, and continuing TV, billboard and radio buys. Bilingual mailers were scheduled to go out in mid-June for targeted ZIP codes in the Central 70 outreach plan. Staff also flagged continued coordination with TMOs, universities and law enforcement on northern I‑25 enforcement messaging.

No vote or formal action was taken on the communications update; the presentation served as an information item and drew positive comments from board members.