Ventra

Chicago Transit Authority (CTA), Pace Suburban Bus and Metra Commuter Rail, in partnership with Cubic Transportation Systems, launched the innovative open-fare payment system in 2013. Using contactless technology, riders could now simply tap their card or phone to board trains and buses – changing the daily routine of more than 4 million ethnically and demographically diverse commuters. All three agencies turned to Grisko to brand the new system, roll it out across all platforms and manage communications needs for system launch, transition, post-launch and beyond.

We started by building the Ventra^® brand from the ground up, including developing the name. We then created a memorable logo, a compelling visual system and a friendly, conversational tone.

For pre-launch efforts, we partnered with CTA and Pace to conduct briefings with elected officials, community stakeholders and employees to provide education and rally support. We supported the system rollout with a targeted advertising (traditional, digital and experiential) and an event marketing campaign that saturated Chicagoland. We also initiated an ambassador outreach program that included a branded bus to introduce riders to the new card and vending machines at train stations. Additionally, Grisko developed Ventra’s social media channels to provide an educational outlet and trusted customer service platform for riders.

As the Ventra system transition evolved, we quickly adapted to the changing needs of the riders and created a myriad of timely and effective communications strategies, targeted campaigns and nuanced audience-driven messaging. These campaigns blanketed the city with attention-grabbing, educational information, all utilizing a multi-channeled and strategic media plan. We also produced a series of how-to videos to help customers navigate the new system. In addition, we planned and staffed dozens of community outreach events and provided in-station customer support until all Chicagoans were transitioned to the new system.

Technical issues contributed to a tumultuous transition, but Grisko was nimble to react. The “Get Connected” campaign was developed to increase brand trust and remind customers that Ventra is a part of the fabric of the city, connecting riders to the places and experiences they love in Chicago.

And when the Ventra App launched, we developed the “3D” multimedia-integrated campaign that promoted the new app by showcasing how elements of riders’ transit experience, like vending machines and tickets, now existed on their smartphones. We leveraged media channels that targeted riders throughout their day and along their commute to educate riders about the benefits, features and functionality.

As the first Ventra Cards issued at launch began to expire in December 2017, we were tasked with launching an education and awareness campaign to inform riders of upcoming changes and how to replace their Card. As a vital part of Chicagoans’ daily commute, it was imperative riders knew exactly what steps to take so they would never miss a ride.

We began by creating a fresh, modern look for the Ventra Card to usher in the new generation of Cards. The new Ventra Card was the inspiration behind a strategic marketing campaign that elevated the new design and transformed it into some of Chicago’s most iconic landmarks. Diverse media tactics were tailored to reach users where they would be most engaged—both during their commute and throughout their day.

In just four months, we introduced Ventra to Chicago and helped the CTA achieve a 70 percent adoption rate – an average of more than one million fare card taps a day.

Through the strategic “Get Connected” campaign, Grisko was able to increase confidence in the Ventra System. Positive social sentiment rose 15 percent among brand followers, Twitter followers increased by 13 percent and website traffic increased in two targeted critical areas.

The Ventra App launch was a success, receiving praise from riders and media alike. There were more than 300,000 downloads within the first three months, and in-app sales accounted for millions of dollars in revenue – triple their combined 3-month goal. And in less than two years, the Ventra App was downloaded more than 2 million times accounting for over $250 million fares purchased. Proving it’s an integral part of Chicaogan’s transit experience.

Grisko remains the agency of record for Ventra and continues to support the brand as it debuts new features and functionality.