Marketing and Branding for Bus Rapid Transit

Overview
More and more transit agencies are using more sophisticated, contemporary commercial marketing approaches and methods to both attract new users and to retain existing riders. Some of the methods include sophisticated market research and segmentation tactics, branding and identity programs, product positions, and individualized and targeted marketing. The use of these approaches has primarily involved newer express and rapid bus services in cities across Canada and the US. From unique branding that visually distinguishes the buses, stops and stations from the “regular” transit services provided by the parent agency, to targeted marketing strategies designed to position the services as “premium” transportation options, the new approaches collectively help create a positive brand awareness amongst the general public and have attracted new riders to the services.
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