Management & Operations

S.D. MTS develops 30-second commercial

Posted on April 1, 2009 by METRO Staff

Each year, the San Diego Metropolitan Transit System (MTS) participates in the “National Dump the Pump Day” to emphasize the various environmental and financial benefits of public transit. The annual campaign aims to encourage residents to forgo their vehicles and make use of public transportation. As a result of their print and billboard marketing campaigns in 2007, the agency achieved a more than four percent rise in trolley and bus ridership.

In 2008, MTS began searching for ways to reach a broader audience to boost ridership. In an effort to reach that goal, the agency teamed with a San Diego-based full service, multimedia production company, Groovy Like A Movie, to create a 30-second “Dump the Pump” video for commercial airing.

“We wanted to take advantage of the recent sudden rise in gasoline prices and speak to a larger percentage of San Diegans about using our mass transit services,” explained Rob Schupp, director, marketing and communications for MTS.

The production team, responsible for all aspects of the commercial from start to finish, including developing storyboards, writing scripts and casting, devised a fun and humorous commercial where a middle-aged man declares his apparent long-standing love affair with a gas pump during dinner at a restaurant; akin to a boyfriend-girlfriend break up.

With fuel prices soaring, creating a commercial to increase MTS’ ridership could not have come at a better time. When the video first aired last year, gas prices averaged $4.53 per gallon and the amusing commercial reminded viewers that less expensive, alternative modes of transportation were readily available. The positive impacts of MTS’ “Dump the Pump” video became visibly noticeable.

A month after the commercial began airing on cable outlets, including CNN, the Comedy Channel and local NBC affiliate that sponsors its Gasoline Price Watch segment, ridership was up more than 15 percent. Shell-branded gas stations included the commercial on their “Pump-top” televisions to increase awareness. MTS also made the video available on YouTube. The advertisement generated many positive comments from the public, and was a contributing factor to the agency’s record-setting month.

View comments or post a comment on this story. (0 Comments)

More News

Gibson to lead west transit, rail practice for WSP | PB

His experience includes rail systems projects throughout the U.S. and internationally, including the implementation of systems and track work for a major light rail transit extension in St. Louis.

Profile: Susan Shaheen, Co-Director, Transportation Sustainability Research Center

Susan is an expert on the subject of carsharing. Today, we are using Lyft to travel from her office to the Downtown Berkeley BART station, where we will take the subway to have lunch in the Financial District of San Francisco.

COTA's Stitt announces retirement plans

During his tenure, he oversaw the transformation of public transit in Central Ohio, including a downtown circulator, an airport shuttle, and a comprehensive redesign of the entire bus network.

MARTA to add fresh produce kiosks at four rail stations

The markets provide a convenient shopping alternative for fresh, affordable, and locally grown produce.

U of Fla., FDOT, City partner to create ‘smart testbed’ for advanced technologies

This will be the first such program in Florida to involve a city, a university, and a state DOT. It will also involve industry partnerships to facilitate the development and operation of test bed.

See More News

Post a Comment

Post Comment

Comments (0)

More From The World's Largest Fleet Publisher

Automotive Fleet

The Car and truck fleet and leasing management magazine

Business Fleet

managing 10-50 company vehicles

Fleet Financials

Executive vehicle management

Government Fleet

managing public sector vehicles & equipment

TruckingInfo.com

THE COMMERCIAL TRUCK INDUSTRY’S MOST IN-DEPTH INFORMATION SOURCE

Work Truck Magazine

The number 1 resource for vocational truck fleets

Schoolbus Fleet

Serving school transportation professionals in the U.S. and Canada

LCT Magazine

Global Resource For Limousine and Bus Transportation

Please sign in or register to .    Close