Image courtesy of Pulsar Advertising
An advertising agency with deep roots in Richmond has been tapped to reshape media campaigns for the Metropolitan Transit Authority in New York City, which runs North America’s largest transportation network.
Pulsar Advertising won the coveted contract after a competitive bidding process to replace the MTA’s long-running agency of record, Korey Kay & Associates, based in Manhattan. Pulsar is headquartered in Los Angeles, with satellite offices in Richmond and Washington, D.C.
Pulsar’s social and digital media team in Richmond will play a key role in strategic planning that will deliver messages to riders of all NYC mass transit in new ways, says Jim Wright, a Pulsar principal and regional director in Richmond. The three-year, $12 million contract will be jointly executed by Pulsar and Arcade Creative Group, based in Manhattan.
Pulsar specializes in integrated media campaigns for public transit systems. Several years ago, Pulsar developed the Amtrak Virginia brand to promote passenger rail lines in Lynchburg and Richmond, which expanded service along the Northeast corridor.
Pulsar’s work for the MTA will be similar to its campaigns for other transit systems around the country, including Washington’s DC Circulator, Metropolitan Atlanta Rapid Transit Authority, Bay Area Rapid Transit in San Francisco and Santa Monica’s Big Blue Bus and Foothill Transit. “We’ll use a multimedia approach to get more information in the hands of riders,” Wright says.
One of the MTA’s goals is to increase consumer awareness and use of public transportation, with the aim of reducing traffic congestion and pollution. The use of mobile tools also will be a focus, enabling subway riders to receive real-time updates on delays, outages or track maintenance.
Wright says the Pulsar-Arcade partnership will build upon Korey Kay’s highly successful “If You See Something, Say Something” campaign, which the MTA introduced in the wake of the Sept. 11, 2001, terrorist attacks. Korey Kay announced it was closing in April.