Metro: Fare Capping Station Domination

In an effort to reduce fares for frequent riders of all types, Metro made major changes to the discounts riders can get with a TAP card. We started with a conversion campaign, raising awareness among cash riders about the benefits of using a TAP card to earn discounts, and followed through by introducing fare capping in a splashy, color-coded campaign with different messages addressed to each rider type. This extended to bus and rail posters, interactive digital displays, throughout social media, and used all available ad spaces on Union Station, Civic Center and Pershing Square mezzanines and platforms in full station dominations. Over the duration of the active campaign, Metro saw an increase in ridership of 12% with riders earning 5% of their rides for free! This campaign was covered in TimeOut Los Angeles, Mass Transit Magazine and Governing.com.