Public Transit Campaign

OC Transpo | In the city of Ottawa, OC Transpo manages the public transit system. In addition to providing service, they undertake advertising campaigns to promote the benefits of public transit, and to increase ridership. The challenge was how to convince people who drive their cars to take the bus. This was also an opportunity to make those taking the bus feel good about it. We explored a long list of benefits of riding the bus – including cost-savings, reduced travel time thanks to bus-only lanes, positive environmental impact, and less stressful. To anchor our different messages, Smith developed the slogan ‘Take it easy Take the Bus’. Shown here are four messages that appeared on buses. Other media vehicles included radio and newspaper ads. The tagline was such a hit with OC Transpo, it was used on various promotional items for contests, and POP signage where tickets and passes were sold.


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