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Cincinnati Bell will pay $340,000 per year for 10 years under the agreement.
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Board chair Jay Schenirer said last week that the agency needs to prove that it really is providing a cleaner, friendlier and safer service before major sponsors are likely to sign on.
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The new campaign highlights the old vs. new Greyhound in a humorous and entertaining manner, while conveying the message that the company has come a long way from the Greyhound of the past.
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Every time a bus passes an advertiser’s location of choice, a 15-second audio spot plays through onboard speakers. To reinforce the audio message, a visual text message is displayed simultaneously on the same bus marquee that also provides passengers with route information.
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The agency uses revenue from the ads — $7.5 million in 2014 — to fund service, said an MTA spokesman, who added that there are no fixed alcohol advertisements on transit property within 500 feet of schools, playgrounds or places of worship.
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The backlash began last year when an ad appeared on TfL’s subway with a bikini-clad girl asking “Are You Beach Body Ready?” Mayor Sadiq Khan has pledged to ban the ads beginning next month.
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On social media, riders roundly complained about the “Pay your fare, it’s only fair” message, which played stop after stop at a higher volume than other messages played on the trolleys.
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The campaign, which adds a new slogan for the first time, “New Yorkers Keep New York Safe,” features MTA customers who describe the scenarios they experienced that prompted them to report suspicious packages or activities.
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The measure would also prohibit broad swaths of political speech from trains, buses and stations, barring ads that “promote or oppose a political party” and “express or advocate an opinion, position or viewpoint on matters of public debate about economic, political, moral, religious or social issues.”
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Pulsar’s scope of work for Metra will include a customer segmentation study, market research, branding services, development of a strategic marketing plan and assistance implementing the plan.
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