Rebranding public transportation, OASA
Challenge
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.
Project Scope
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
Result
Exceptional publicity that truly moved OASA to its new era as Transport for Athens!
1400 mentions in:
- print:130
- online:940
- radio:222
- TV:67
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