Richard SolliRichard E. Solli
, marketing manager , and Suzanne Bond , director of Transit Communications , have found success in Sunday ridership of the Metro.
According to Richard E. Solli
, marketing manager for the MTA , the transit administration first attempted to offer Sunday service in 1983 , but when the numbers dropped off , transit officials cut the service.
In 1992 , however , officials thought they had found a niche.Set to coincide with the opening of Oriole Park at Camden Yards , the MTA again launched a Sunday initiative.
Initial numbers showed a promise for success as the Metro saw an average of 7 , 000 to 8 , 000 riders each Sunday.But when the Orioles season wrapped up , the numbers again dropped off , and the MTA no longer could spare the significant funds to keep the subway running on Sundays.
We thought one reason it didn't take off was that it wasn't promoted enough , said Solli
.This time we took it very seriously..
It is for this reason that the MTA has launched an aggressive advertising campaign targeting potential Sunday riders - and the campaign thus far has promoted what normally is thought of as one of Baltimore City's major problems : inadequate parking.
could not say whether The Campbell Group
would land the account when it goes up for review in the next week or two.
So far , the MTA has spent about $225 , 000 on advertising since August , but could not say what the entire contract would be worth - only that it would be for three years with two one-year renewal options.
The account took so long to go up for review because the MTA got mired with other contracts.The advertising RFP was put on the backburner.
The MTA hopes to decide on an agency of record by December or January and begin work on a new campaign in February or March , at which time it will begin promoting some other upcoming changes , which are part of a long-term initiative to increase mass transit ridership statewide.
According to Solli
, everything the MTA has promoted and will promote stems from the governor's initiative to double mass-transit ridership in Maryland by 2020.Last year during the legislative session , he
allocated $502 million to increase ridership during the next six years and to promote the MTA as a state operation , rather than a service exclusive to Baltimore.
The first really visible change , said Solli
, was switching the name of the MTA from the Mass Transit Administration to the Maryland Transit Administration.
The organization now will be focusing on promoting other changes , such as the addition of a Mondawmin Metro Shuttle , expanding the MARC train line to Frederick and a reduction in monthly fees from $54 to $44.