Case Study: CTA
PROBLEM
For Chicago Transit Authority (CTA), both ridership and their public image were on the decline. They were making positive changes within the organization but feared they wouldn’t be given credit for them by cynical Chicagoans. They wanted a campaign that would make public transit socially acceptable and fiscally advantageous.
SOLUTION
Fusion took on the challenge of making it not only socially acceptable, but “hip” to ride the CTA. Thus the ‘CTA. Take it.’ campaign was born. Supported with television, outdoor and radio executions, this approach targeted urban influencers and was designed to work across different neighborhoods.
RESULTS
“CTA. Take it.” made an immediate impact, resulting in increased ridership and a positive CTA public perception for the first time in nearly two decades.