WMATA BRT Marketing andBranding Presentation
Rapid Transit Steering CommitteeApril 30, 2013
Washington Metropolitan Area Transit Authority
Purpose
To brief Rapid Transit Steering Committee members on the development of a WMATA approach to branding a regional premium transit service
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Premium Transit Bus Brand Attributes and Position
Positioning Criteria•Different and easily distinguished, trade marked•Comply with safety, ADA, high visibility and
function
Target Audience•Commuters, shoppers, tourists, travelers•Developers, residents, leaders, staff, media
Service Attributes•Convenient, frequent, reliable, quick•Safe, comfortable•Above ground, hip, urban, quality facilities•Easily understood service, schedule pathways3
Premium Transit Bus Brand Attributes and Position
Station Attributes•Grand experience, sized to demand, like rail•Significant architecture and unified design•Complete signage and information•Avant-garde, contributes to community
On-Board Attributes•Interior design quality, comfort, image, clean•Fewer stops and reduced travel time•Green technology propulsion•No advertising, retain brand image
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Premium Transit Bus Branding Customer Input
Joint Project Task Team evaluated service characteristics and brand concepts for testing
•3 Focus Groups•3,717 respondents online survey•34% lived in either Alexandria or Arlington•30% DC and 11% Montgomery
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Premium Transit Bus Branding Research Results
•Four designs tested, two colors each
•Strong favorite - BLUE
•Preferred name – MetroWay
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