The Chicago Transit Authority faced the dual challenge of launching new services, the Chicago Card system and Pink Line, while managing public backlash from an unpopular fare increase.

 

Sí! developed a comprehensive communications strategy that reframed the narrative around value and improved service quality. The agency promoted the Chicago Card and Chicago Card Plus as cost-effective solutions that offered significant savings, while positioning the new Pink Line as an enhancement that would provide more frequent service, shorter travel times, and better connectivity between the Loop and western suburbs. Sí! maximized media investment through strategic placement across print and radio channels, leveraged diverse ethnic media outlets to improve CTA’s community image, and facilitated promotional opportunities without budget increases.

 

The campaign successfully transformed negative fare increase coverage into positive messaging about service improvements and technological advancement. As a result, both initiatives gained strong public attention and acceptance, CTA effectively controlled negative press, and strengthened community relationships. The success positioned Chicago’s transit system as a model for other cities nationally and internationally, demonstrating how strategic communications can turn operational challenges into public relations victories.