San Diego’s MTS took a dramatic step forward for its brand image with the purchase of 26 60-foot BRT articulated buses from North American Bus Industries, which replace its aging fleet of articulated buses.
Taking advantage of the fleet's debut, MTS' in-house marketing team produced a multi-media advertising campaign that cast the BRTs as the star of the MTS show. The campaign included 13 billboards around San Diego, bus shelter posters, door hangers, and even a photo contest.
The new BRT vehicles are equipped with CNG power plants, which advances the MTS' goal of operating a majority of the fleet with alternative-fueled vehicles, said Paul Jablonski, CEO of the MTS.
With large billboards posted over some of San Diego’s busiest freeways, millions of motorists have seen the new BRTs “in action.” Schupp reported that more than 30 entries featuring dramatic photos of the BRTs in action were received in just the first week of the photo contest.
Jablonski said the buses themselves are like traveling billboards. “They communicate instantly the MTS mission to provide not only convenient and reliable service, but an enhanced riding experience.”