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

JTA's Ford wins prestigious COMTO award

The Thomas G. Neusom Founders Award is the highest honor bestowed by COMTO. Ford accepted the award at the 46th National Meeting and Training Conference in Detroit.

NJ Transit weighing disciplinary actions for no-show train engineers

It's unclear how many of the cancellations stemmed from engineers exercising a contract provision that allows them to take two days to report for work when schedule changes are made.

National Express Transit acquires Cook DuPage Transportation

Established in 1975 and based in Chicago, CDT operates 275 paratransit vehicles providing more than 80,000 trips per month to PACE users in the Chicago Metropolitan area.

MTA chief weighs food ban on subway after track fire snarls service

A garbage fire crippled subway service along four lines for more than two hours during the peak of Monday’s morning rush hour.

BYD commits to hiring from communities facing significant barriers to employment

In addition to targeting veterans and returning citizens, will also target populations that have historically been excluded from the manufacturing industry, such as women and African-Americans.

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


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