“I think we have a winner! Corporate Images’ marketing and information campaign did the the job…”
John Diers, General Transit Manager
Transit Management of Racine
Belle Urban System Gives A Hoot About Its Riders
With ridership declining for years, Racine’s Belle Urban System (BUS) needed to expand its service hours to include nights and weekends.
Corporate Images designed a campaign to promote night service. Aimed primarily at workers, the promotion asked, ”Whooo’s Working the Night Shift?” and used the response, “Look Whooo’s Working the Night Shift.” A pair of Halloween-like owl eyes became the campaign’s signature. Front-page stories with photos appeared in local newspapers about the expanded service. Billboards and on-bus promotions built buzz along with radio spots that featured the mournful wail of a hoot owl behind the announcer’s voice.
“The new night service began without a hitch,” the General Manager of Transit Management of Racine said. “Customers generally knew what was coming.”
“The new service helped turn a 6 percent ridership drop for the first 5 months of the year into a 2 percent gain for the last 7 months,” said the city transit planner.