NEW YORK CITY TRANSIT MARKETING PROJECT
The Project's overall objective was to develop a marketing and communications program that would result in increased revenues for the New York City transit system. Since the system is already operating at near-capacity during rush hours, the project was oriented toward increasing off-peak ridership particularly for shopping trips. Available ridership and attitudinal data was analyzed to determine the important attitudinal barriers and incentives to increased ridership. A marketing strategy was developed which would emphasize low cost, and convenience for buses and subways, as well as speed in the case of subways and which would take advantage of the potential for retail promotion tie-ins for off-peak shopping trips, geographic concentration and the use of localized media. Several sample advertisements and radio and television scripts fulfilling the programs objective were then written and are included in this report.
- Prepared for and submitted to the City of New York Department of City Planning, 2 Lafayette Street, New York, NY, 10007
Grey Advertising Incorporated777 3rd Avenue
New York, NY United States 10017
- Publication Date: 1980-1-16
- Features: Appendices; Photos; Tables;
- Pagination: v.p.
- TRT Terms: Advertising campaigns; Bus transit; Costs; Incentives; Market research; Marketing; Off peak periods; Perception; Ridership; Speed; Subways
- Uncontrolled Terms: Convenience
- Old TRIS Terms: Bus transportation (Intracity); Off-peak
- Subject Areas: Finance; Highways; Planning and Forecasting; Public Transportation; Safety and Human Factors;
- Accession Number: 00314649
- Record Type: Publication
- Report/Paper Numbers: IT-09-0058 Final Rpt.
- Files: TRIS
- Created Date: Oct 8 1981 12:00AM