"Embrace the Escape" campaign

Target Audience: Discretionary travelers during the summer months for leisure, recreational and entertainment purposes. Prinary markets were New Yorkers and Philadelphians coming into New Jersey for summer fun.

Strategy Objective:Alert and remind people in our service area that they could "Embrace the Escape" intimated by the summer season through riding NJ Transit services to fun destinations, and receive significant discounts at those destinations. Summer is funner when you leave the car behind.

Situation Challenge: Due to ongoing service issues related to the installation of the Federally mandated PTC systems, our summer schedules on the rail system were not as robust as in previous years.

Results Impact: Despite service challenges, our summer non-commuter ridership was in line with the numbers seen in previous years. Many people did, in fact, "embrace the escape."

Why Submit: It's cool, it's graphically interesting, it's a fun campaign.