The M.T.A. is the largest public-transportation provider in the western hemisphere. The MetroCard innovation was a revolutionary development in New York’s public transit and was extensively promoted in all media.
Promoting Metrocard involved both public and private partnerships—American Express, VISA, Mastercard, The Jackie Robinson Foundation, New York Yankees, Metropolitan Museum of Art, Modell’s Sporting Goods, The New York Historical Society and many more.
Here is just a small sample of the team’s efforts to advance the MetroCard share of the fare media market.
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MetroCard is the automated fare collection (AFC) system used daily New York City by millions of mass transit users on the city’s subway and bus systems.
These promotions became the fulcrum of public/private sector partnerships unique in NYC Transit history.
MTA New York City Transit undertook a series of promotions in 1997-99 to push sales of MetroCard in the sales distribution network outside the transit system.
Publicized through transit advertising, collateral materials and news stories, the collector fare cards and card holders featured in these promotions became best-sellers, giving the external sales network high visibility.
Creative Team: Jonathan Fisher, George Carrano and Atefeh Riazi.
