Reserve + Pause
Lyft Citi Bike
Copyediting | Content Writing | Organic Social | Push Notifications
Lyft’s Reserve + Pause campaign introduced New Jersey Citi Bike riders to two new member features designed for the stop-and-start reality of getting around. This regional campaign spanned organic social, push notifications, banner ads, and editorial content, each touchpoint needing to announce the features clearly while still feeling like Lyft: bright, useful, and a little unexpected.
My messaging strategy centered on giving each feature a real-world reason to exist. Instead of stopping at what Reserve + Pause did, the copy tied each benefit to small, familiar interruptions: grabbing coffee, feeding your goldfish on the way out, or squeezing one more stop into an already-full day.
Brought to you by Owen.
CREATIVE DIRECTOR Laura Stull
ASSOCIATE CREATIVE DIRECTOR Norm McCuller
SENIOR COPYWRITER Hannah Carson
SENIOR PRODUCER Ashley Hadeed