Deslauriers and Zon – A SURVEY OF INFORMATIONAL, ADVERTISING AND PROMOTIONAL ACTIVITIES OF ONTARIO TRANSIT SYSTEMS AND ATTITUDES OF TRANSIT OFFICIALS 1977

Description

A study of 43 Ontario urban transit systems found officials prioritize informational services over advertising: route maps and telephone information ranked highest. Marketing budgets are minimal (about 0.5% of operating budgets), and while many officials favor expanded marketing, they doubt it will reliably pay for itself. The report recommends low-cost, targeted measures to improve usability and visibility: make transit guides clearer and more frequently updated (annual), include unambiguous details (boarding locations, times, fares, transfers, vehicle ID, contact info), enhance distribution targeting new residents, and offset costs via tasteful advertising or joint publications. Telephone listings should be clear (listed under “Transit Information”), well advertised, and staffed courteously with extended hours or recordings. Bus stops need double-sided, standardized signs with route/timetable space; drivers should get public-relations training and performance monitoring. Suggested low-cost innovations include merchant-sponsored free rides, school programs, shared advertising, event sponsorships, shopper/worker buses, in-vehicle media, and pilot testing small initiatives before wider adoption. Feedback via phone surveys and driver reports is preferred for representative data.