Case Study: Metropolitan Transportation Authority achieves greater public awareness of congestion pricing with Miller Advertising

MTA educates NYC on congestion pricing with Miller Advertising, cutting 1M+ vehicles from the CBD

The Metropolitan Transportation Authority (MTA) faced the multifaceted challenge of educating the diverse public across its service area about the new Central Business District Tolling Program (congestion pricing). The MTA hired Miller Advertising to develop a comprehensive awareness campaign to clearly communicate the program's details, benefits, and implementation while addressing public concerns.

Miller Advertising implemented a multi-channel strategy that leveraged digital platforms, streaming services, traditional radio, and print ads. The campaign's content was delivered in nine languages to ensure it reached New York's multicultural population. The vendor's efforts successfully educated commuters, and the MTA reports the program led to over one million fewer vehicles entering the zone, significantly improved travel speeds, and increased subway ridership following its launch.

Metropolitan Transportation Authority (MTA)