Sí! launched the idea behind the creation of the new Pink Line which was to improve the quality of service between the Loop and western suburbs, including the West Side and the adjacent western suburbs. In addition to offering the public more frequent service and shorter travel times, the CTA was offering residents and visitors the chance to experience this beautiful part of the Chicagoland area. Sí! Advertising also maximized the investment in media placement by increasing ad frequency in print and radio advertising, as well as facilitating CTA’s involvement in promotions without increasing the budget. Sí! improved the image of the CTA by utilizing different ethnic media outlets.
Both campaigns triumphed in grabbing the attention of the CTA traveling masses. CTA was able to control the negative press caused by the announcement of a fare increase and strengthen the working relationship between CTA and the local communities. Our team was thrilled to position CTA as a transportation model to be imitated in other parts of the country and all over the world.