With gas prices high, T hoping to attract riders
By Noah Bierman, Globe Staff
The MBTA, hoping to capitalize on high gas prices, announced a new ad campaign Thursday that targets drivers.
T ridership has grown 6.2 percent since January. The new billboards, radio ads, and Internet promotions will begin next week. The T will also wrap an ad around a commuter rail train with a picture of a gas pump handle and the words “No. Brainer.”
The idea of the campaign is to position the MBTA as a smart commuting choice, the MBTA said.
"We hope to capture a brand new audience unaware of the cost savings available by taking the T," said General Manager Daniel A. Grabauskas.
Massachusetts gasoline prices surpassed the $4-a-gallon mark for the first time Monday, after nine weeks of increases.
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