MTA MYmta Launch Campaign to Improve System Use and Trip Planning

Target Audience: This campaign targeted New York City commuters who ride the transit system, and who might use third-party mobile apps to get transit information and plan their trips.

Strategy Objective:The strategy for this campaign was to not only promote the app but to also communicate that the MTA listens to customer feedback. By launching the app in its beta stage, customers could download the app and provide feedback as to what they like and don't like, and what features they want to see. The objective for this campaign was to encourage customers to try the new app while also solidifying the idea that its features are all thanks to customer feedback.

Situation Challenge: Prior to the development of the MYmta app, customers were using either third-party apps or existing MTA apps for individual services. The MTA recognized that customers should have an all-in-one place to get information about all of their transit services, including useful features that only the MTA could provide, such as real-time service alerts and information. So, the MTA developed a new mobile-optimized website and native mobile app (iOS and Android) for New Yorkers to access personalized trip planning and real-time service alerts for all MTA services. The MTA needed to promote awareness of the new app, released in beta form, and ask customers to provide feedback to make the app even better.

Results Impact: (since July 2, 2018 launch): - Downloads: 800K+ - Unique Web Visitors: 5.2M+ - User Sessions: 19.2M+ - Actions Taken / PVs: 72M+ - Customer Feedback: 32K+

Why Submit: By showing riders that their opinions matter, the MTA has become more transparent with their customers. The campaign tells customers how important their voices are, which empowers them to feel more in control of their transit system and commute. Due to the success of the launch, a second phase is currently in the works to showcase new features developed from customer feedback.