ROCHESTER, N.Y. — The Democrat & Chronicle reported that the Rochester-Genesee Regional Transportation Authority (RGRTA) is hoping to increase ridership by creating a rebranding campaign that will include new uniforms, the logo displayed on its buses and names for some bus lines.
The transit system board of directors approved $370,000 for research and surveys for the campaign last year, and staff members plan to ask the board for another $604,000 to roll out the changes later this year. The transit system also plans to redesign bus routes and open a new transit center.
Maryalice Keller, chief brand and people officer for RGRTA, told the paper that the agency wants to challenge the perception that buses are only for people who have no other choice, and that its customer base is growing more diverse. For the full story, click here.
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