Challenge:Convince daily drivers to ditch their cars and get on the bus – a new rapid transit system.
Obstacles:Hard-wired commuting and driving habits. Negative public sentiment about the busway project.
Approach:Get personal. Media, micro-targeted by neighborhood and driving routine, delivered customized appeals to commuters and leisure drivers.
Results:Ridership quickly exceeded projections by 30%, with 38% new to using a bus. Project expansion greenlighted ahead of schedule