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Awards recognize Brampton Transit for Züm launch



Both the Canadian Urban Transit Association (CUTA) and the Toronto chapter of the International Association of Business Communicators (IABC) have recognized Brampton Transit for a promotional and marketing strategy to launch its new bus rapid transit service, Züm.

On May 25, IABC presented Brampton Transit with an excellence award for overall marketing communications and a merit award for special events at the annual OVATION awards ceremony in Toronto.

Brampton Transit also received an exceptional performance / outstanding achievement award from CUTA for the Züm launch at an awards ceremony in Regina on May 31, during the association’s annual conference.

Brampton Transit began an extensive marketing, communications and promotions campaign before launching Züm service in September 2010. The campaign strongly engaged the community by building awareness and excitement for the upcoming bus rapid transit service and educating the public on the benefits of Züm.

Through a wide range of communication initiatives, including staff appearances at nearly 100 community events and activities, Brampton residents could tour Züm vehicles, ask questions about the service and interact one-on-one with Brampton Transit staff.

In the month before launching Züm, transit staff were also at all Brampton Transit terminals to hand out information about Züm, other system-wide service improvements, the move to a new Bramalea Terminal and answer any questions or concerns from riders.

Brampton Transit redesigned its website to promote Züm. A social media strategy on Twitter, YouTube and Facebook, a targeted media-relations campaign and eye-catching advertisements also helped build anticipation and excitement for the Z�m launch.

Since Brampton Transit focused on effectively marketing the new service, residents have demonstrated a high level of interest in Züm, substantially increasing the number of passengers who ride Brampton Transit.

Overall year-to-date ridership growth was at an all-time high in 2010, increasing by 12.6 per cent, which is more than four times the national industry average of three per cent. In total, 13.8 million riders used Brampton Transit in 2010 — 1.5 million more riders than in 2009.

During the first six months of Züm service, Brampton Transit?s total ridership increased by 16 per cent. Ridership in March 2011 was up 26.5 per cent along the Queen Street corridor (including both Z�m and conventional Brampton Transit service), compared to the same time in 2010. This helped Brampton Transit set a new all-time monthly ridership record with 1.398 million riders. It also set the previous all-time monthly record in November 2010 with 1.393 million riders, thanks to a 21.5 per cent increase along the Queen Street corridor.

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