Rebranding public transportation, OASA
An undoubtedly hard to tackle branding issue:
- 3 companies responsible for the operation transport in Athens
- 3 separate brands & acronyms lacking meaning & positive connotations
An operational restructuring of road transport, which aimed at changing commuters’ behaviour and practices.
A significant change in fares: 1 travel card for all transportation.
We needed to:
- Develop a new passenger friendly brand
- Build the perception that OASA is truly being modernized
- Educate the public about the new operational & pricing policy
We implemented a communication and branding strategy which involved the following:
- A new brand Transport for Athens (TFA) and a motto: One city. One network.
- A presentation that illustrated the initiative to policy makers.
- A series of 1:1s with politicians in key positions, providing us with the approval to proceed with the official launch
- A Press Conference that launched the new brand & operational model of TFA
- Further publicity was pushed by radio producers and radio interviews for the Chairman of TFA
Exceptional publicity that truly moved OASA to its new era as Transport for Athens!
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