Metropolitan Atlanta Rapid Transit Authority (MARTA)
Marta Breeze Card
MARTA, the country’s 9th largest transit system with 500,000 daily boardings, contracted with Jones Worley to help it launch the nation’s first 100% smart card fare collection system.
JW branded the new Breeze Card by developing the name, logo, design and style guide. The firm also made strategic recommendations about how to build the brand and gain customer support and community awareness for the transition, conversion and launch phases.
In addition to the strategic support, Jones Worley:
- Created the message platform for the various audiences that would be impacted by the system-wide launch
- Developed a marketing campaign that motivated customers to buy and use the Breeze Card
- Planned an incentives program to win customer approval of the new system and minimize challenges associated with it
Thanks to the work of Jones Worley, the Breeze Card was embraced by people at all levels of the transit system – from MARTA’s diverse riders and employees to the general manager, Board of Directors and legal department. Daily ridership increased by 22 percent on the system’s trains and buses, and crime decreased 15 percent.
Jones Worley won an American Corporate Identity Award for the Breeze logo.