Singer Associates aids transportation hub launch

SAN FRANCISCO: The Transbay Joint Powers Authority has hired Singer Associates to help promote its forthcoming $2.4 billion transportation hub in the heart of San Francisco's business district.

SAN FRANCISCO: The Transbay Joint Powers Authority has hired Singer Associates to help promote its forthcoming $2.4 billion transportation hub in the heart of San Francisco's business district.

The authority is a collaboration between Bay Area governments and transportation agencies to build the new transportation hub that will serve six Bay Area counties by bringing together eight different transit systems, including train, light-rail and bus systems. The project will handle an estimated 45 million passengers annually, and is scheduled to open in late 2007.

"This is going to be the Grand Central Station of the Bay Area," said agency president Sam Singer. "We're focused on a public information campaign about the benefits of this project to the Bay Area. We're also going to build an image campaign."

This is the most ambitious transportation project in the Bay Area since the opening of Bay Area Rapid Transit [BART] in 1972, added Singer. Thus, the campaign will focus on the big picture of what the project is, as well as explaining the economic and transit benefits.

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