Washington transit launches MetroForward campaign

WASHINGTON: The DC transit authority launched its new MetroForward PR campaign today to raise customer awareness about its $5 billion capital program.

WASHINGTON: The DC transit authority launched its new MetroForward PR campaign today to raise customer awareness about its $5 billion capital program.

The campaign will be based around a new website, Metroforward.com, and will include wide-scale digital communications, including messaging via blogs, Twitter, Facebook, and YouTube. The outreach is intended to address any concerns customers might have about the enormous overhaul the system is undergoing.

“Metro underwent a massive capital reinvestment and we want to keep customers informed about the changes and improvements that will be coming out of that in the future,” said Lynn Bowersox, managing director of PR for the Washington Metropolitan Area Transit Authority.

Metro is handling the campaign in-house, using staff and resources across various departments, as well as designers putting together posters and murals to communicate key information to customers.

The capital maintenance and renewal program will spend $5 billion over six years to overhaul more than two dozen stations on every line in the system, repair 60 miles of rail, and replace older vehicles in its fleet.

Bowersox described Metro Forward as the consumer-facing “brand within the capital investment project.” It launched today and is expected to run through the length of the capital program.

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