Omnitrans/Summer Youth Fare

Target Audience: Young riders, aged 18 or younger.

Strategy Objective:To boost youth ridership, system wide. Omnitrans launched a multi-faceted campaign to promote the SYF Campaign, utilizing print and electronic media, television and radio ads, blog posts, newsletters, farebox decals, interior bus cards and bus wraps. Capitalizing on the success of our mobile fares, Omnitrans offered the SYF on our mobile phone app, making it easier to ride. Omnitrans worked with the cities of Chino Hills and Fontana to promote the Summer Youth fare during their during their community concert series. The cities placed signage and passed out fliers at each concert. Omnitrans also leveraged their partnership with the Inland Empire 66ers professional baseball club to kick off SYF, with website ads on the team's page. SYF social media posts spotlighted destinations.

Situation Challenge: Omnitrans offered its special Summer Youth $1 cash fares for one-way trips, in June and July 2018 to youth 18 and under for several key reasons. Summer is usually a challenging time for ridership. Omnitrans began the Summer Youth Fare in 2017, and wanted to build upon the success of the program. The abundance of outdoor activities and events in our service area offered Omnitrans an opportunity to support local events, and leverage community partnerships in the process to create a win-win situation. Area schools also have a short summer school schedule, with fewer transportation options than the normal school year. We were able to offer this low fare a transportation solution to households seeking transportation solutions for summer school-bound students.

Results Impact: The Summer Youth Fare was successful in increasing awareness and ridership. A 25% increase in trips over the previous year was realized.

Why Submit: The campaign used the momentum of community, which is the driving force for public transportation, to bring excitement and a sense of pride to destinations and events in our service area. The campaign projected Omnitrans in a more festive light, as a passport to adventure. The campaign exceeded expectations with a 25% increase in trips, and will create a firm foundation for the Summer of 2019.