Class I – Manatee County Area Transit *Judge’s Favorite*

Target Audience: Any prospective new rider, specifically choice riders
Project Cost: $12,660
Description: Elements of the campaign included posters, four-color magazine ads, black and white newspaper ads and T-Shirt give-aways at seminars/trade shows/recreational events. (Flourescent orange t-shirts were selected for maximum visual impact.) Positioning the bus as a time management tool was the message to time-poor choice riders, highlighting tasks they may not consider could be accomplished while commuting to school/work on the bus. EFFECTIVENESS: The campaign netted an increase of 133% in monthly inquiries for custom transit information from specific points of origin to specific destinations, the majority of the points of origin being in the targeted neighborhoods, where demographically, the choice riders live.

Class II – BCT

Target Audience: ALL Commuters
Project Cost: $160,378
Description: Promoted several aspects: renaming of an existing bus route, new fleet design, introduction of new 60-ft long articulated buses and new Breeze service. The Breeze concept was developed based on the “Limited Stop” service along Hwy. 441 with bus stops only at major intersections and is the highest ridership route in the system. The new look included white buses with blue and yellow “swishes” along the sides, making the service easier to brand and for the passengers to identify. In addition, a new Breeze service was introduced along Hwy. US 1. This campaign increased ridership, reduced travel time and enhanced public awareness, especially among the businesses along the route. Commuting on these routes is now a Breeze!