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Transforming PerceptionsTransforming Perceptions

Center for Sustainable Transport of Brazil

Rio de Janiero, May 25th, 2011

Presented by Maya Emsden

Los Angeles County Metropolitan Transportation Authority

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Los Angeles

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Objectives

• Increase ridership

• Improve perception

• Increase funding• Increase funding

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Our Competition (Perception)

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Typical Headlines

• “Another Bad Joke” (LA Business Journal)

• “MTA Takes It’s Sweet Time” (Daily News)

• “Another Explosive Issue for the MTA” (LA Times)

• “When Will the MTA Ever Get On Track?” (LA Times)

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The ‘Welcome’ Mat?

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Inconsistent Look/Schemes/Personality

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Separate Identities Created Confusion

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Summary of Findings

• Public confusion

• Lack of consistency

• Costly duplication• Costly duplication

• ‘M symbol’ was not proprietary

• Lack of public/voter confidence

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‘M Symbol’ Updated & Made Proprietary

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Look is Unified/Related/Consistent

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New Look

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Night Presence

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Applied Systemwide

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The Bus That Acts Like a Train

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Matchbox!

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Who Were We?

• Metro

• MTA

• LACMTA

• The Authority

• Metro

• LAMTA

• PTSC

• ATMS

• LRT

• HRT

• BRT

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New Campaigns Target Customers

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Updated Maps

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Destinations “Through the Eyes of” Local Artists

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Customer Environments

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Metro Customer Center…Before

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…and After

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Seat Fabric

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Professional Recognition

• Over 100 Art and Design Awards

• Named America’s Best Transportation Agency

• Received International ReBrand Award• Received International ReBrand Award

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Within Five Years:

• The public perceived us better…

– ‘Strongly Favorable’ was up 17%

– ‘Unfavorable’ was down 15%

• Our customers were more satisfied…

–78% said service was better

–81% said Metro’s image was improving

–Discretionary riders increased from 22% to 29%

–Highest level of new rider growth in our history

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Positioned Metro as Solution

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Simple, Clear, Powerful

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Engaging/New Channels

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Imagine Campaign

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Imagine Campaign

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Improved Headlines

• “We’re Thankful” (LA Times)

• “Moving Forward” (LA Times)

• “Putting LA Transit in the Fast Lane” (Business Journal)

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November 2008: Sales Tax Passes

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Results

• Higher discretionary ridership

• Improved perceptions/survey results

• Voter approval of sales tax measure • Voter approval of sales tax measure

• Increased political awareness/funding

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A Story:

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New Concept for LA

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Cutting Edge

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Elements of Continuity & Variability

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Posters, banners, postcards

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TITLE

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TITLE

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Information Materials

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Newspaper Ads

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Celebrate Project Delivery

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From the Big…

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To the Small

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Continued Promotions Post Opening

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Continued Promotions Post Opening

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Door to Door

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Success: It’s Being Extended

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One of 12 New Projects in the Works

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2011: Metro Projects in the Works

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Lessons Learned

• Art & design can transform perceptions

• Quality communications can deliver

resultsresults

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Obrigada!

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1984 Olympic Tokens

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Uninspiring Data Presentation

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