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SamTrans > News Archive > SamTrans Wins National Award for Ad Campaign
SamTrans Wins National Award for Ad Campaign
The American Public Transportation Association recently presented the San Mateo County
Transit District with a First Place AdWheel Award for its ad campaign to boost bus
token sales. The district won in the “shoestring campaign” category, which is
restricted to promotions with a budget of $10,000 or less.
The SamTrans Marketing Department decided to launch a campaign to promote the use of
tokens after a community outreach effort. “We were passing out token holders and
people didn’t know what they were,” said Penny Bertrand, sales and promotions
supervisor.
The campaign was launched in March and included interior ad cards on buses and ads in
English and Spanish-language newspapers. Almost immediately there was an increase in
token usage. By the following month token use was up 10 percent and has continued to
increase every month.
In July, there was a 16 percent increase over the previous year. “We recouped the
money we spent on the campaign in less than six months,” said Bertrand.
The nearly six-year old token program offers 10 local bus rides at a 16 percent
discount. Tokens are sold in packs of 10. Adult tokens have a $1.25 ride value and
cost $10.50 per pack. Youth tokens have a 75-cent ride value and cost $6.75 per pack.
In addition to the discounted price, passengers use tokens because they eliminate the
need for exact change and they do not expire.
The award was presented at APTA’s Annual Conference in Atlanta. Transit agencies from
across the United States compete in the AdWheel competition every year.
The AdWheel Awards honor APTA member organizations for excellence in their
advertising, marketing, promotion and communications efforts.
10/21/04
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