Enhancing the Visibility and Image of Transit in the United States and Canada

Document Type


Publication Date


Subject Area

planning - marketing/promotion, land use - planning


Advertising campaigns, Canada, Marketing, Mass communication, Public transit, Strategic planning, United States


This report will be of interest to transit managers, marketing professionals, and others at the local, regional, and national levels interested in improving the visibility and image of transit in the United States and Canada through the implementation of image campaigns. The report documents and presents how the image of transit can be strengthened by building on existing positive perceptions. The research provides a communications strategy to guide national, regional, and local efforts to enhance the image and visibility of transit in order to create a more positive and supportive environment. The findings of the research suggest that communications strategies should build on the following powerful themes: (a) providing opportunities for people from every walk of life; (b) making lots of choices and options available; (c) providing easy access to things people need in everyday life; and (d) offering the mobility and freedom to do what people most want to do. The dominant theme identified was "Community Benefit Built on Personal Opportunity." The report consists of two stand-alone sections. The first section documents market research conducted in the United States. The second section provides similar information based on research conducted in Canada.


Permission to link to report given by TRB.