Friday, January 11, 2019

How much did it cost to "rebrand" the MTA as WeGo.

Sometimes I have questions that I don't have the answer to but wish an elected official or the news media would ask. This is one such questions: How much did it cost to "rebrand" the MTA as  WeGo. I have emailed MTA asking this question. If I get an answer, I will share the information.

I would doubt that it cost less than a million dollars. We probably paid a consultant half a million dollars to come up with the brilliant new name. An outside marketing firm probably spend months studying the issue and held focus groups.  MTA then had to repaint all of the buses and redo the signage and website and literature.  Nothing government does comes cheap. It seems like the money would have been better spend on improving service.

Changing the name will do nothing to improve transportation or to entice people who do not now ride a bus to ride a bus.  Instead of wasting time and money on "rebranding," the MTA should be embracing markets and new technology. The future of transportation is not antiquated rail or large empty buses riding fixed routes.

Despite the rebranding, many are still not happy with the MTA. You can put lipstick on a pig, but it is still a pig. Group says Metro bus routes aren't making the grade.

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