Marketing Transit

LA Metro: Promoting Mass Transit from EMBARQ Network on Vimeo.

Check out this great original video from EMBARQ – The World Resources Institute’s Center for Sustainable Transport. It outlines Los Angeles Metro’s Integrated Marketing Communications strategy that has boosted discretionary transit riders, those people who have the choice to commute by car or transit, on the system from 24 to 36 percent. This concept is somewhat similar to a recommendation in the July 2008 College Park Transportation Study that suggested area transit agencies create a simple, unified identity. From the report (recommendations yet to be implemented):

Transit passengers have one prime objective: to travel from their starting point to ending point in as simple a trip as possible. They will utilize any transit services, routes, and schedules on which they are allowed to ride, and tend not to care who provides what service. The issue is travel, the priority is ease. Multiple operators, uncoordinated schedules, and different payment systems only hinder their ability to use transit, and result in fewer transit trips with less satisfied customers.