In the fall of 2006, riding the bus in Asheville, thanks to a three-month trial by city government, required only the willingness to show up. Fares were waived in an effort to improve passenger numbers and hold onto a percentage of the increases after the free period came to a stop.
Working with city council and the Asheville Transit Authority, Ron Zisman (http://www.ricochet.org) and I built our strategy around the notion of swelling the city's traditional rider base while going after environmentally-aware commuters who would typically drive to in-town destinations.
In both instances, communications had to read instantly. The goal became one of instantaneous visual and verbal understanding with media that included street posters, door hangers, newspaper advertising and emblematic decals that rode on the buses themselves. At the transit center, we strung banners, created flowering pots, swept up trash and catered lunch for passengers.
The trial became a major entry in the diary of the city and, in the end, a major success story when measured against original goals. Ridership has stayed up and life in Asheville remains good to great.
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