For the first time, the New York Metropolitan Transportation Authority (MTA) issued a Spanish-language advertising campaign on MetroCards.
A print run of 250,000 MetroCards in Spanish was purchased by the immigration law firm Youman, Madeo & Fasano LLP.
The print campaign uses two versions with a run of 125,000 cards for each. One version advertises the law firm and its locations, while the other promotes a television show on immigration issues that the law firm produces.
The MTA has used advertising on the rear face of MetroCards since 1995 and began selling space on the card’s front face in 2012. The change was part of an expanded initiative to raise revenue through MTA’s reach to eight million New York City residents and visitors who take subways and buses every day.
In 2012, the MTA also began selling space on MetroCards directly to advertisers rather than through an intermediary.
“We’re very pleased by the continuing high level of interest that advertisers are showing toward the MetroCard as a medium for promotions,” said Paul J. Fleuranges, MTA’s senior director, corporate and internal communications. “This confirms that our decision to relaunch the MetroCard advertising program was the right move. Advertisers can continue to leverage the MetroCard as a vehicle to communicate to our diverse customer base.”
The cards are scheduled for release beginning Saturday with distribution targeted on select stations.