Case Study: NYS Thruway Authority boosts E-ZPass signups with Miller Advertising

NYS Thruway Authority boosts E-ZPass signups 119% with Miller Advertising

Miller Advertising partnered with the NYS Thruway Authority to build awareness and drive signups for E-ZPass in support of New York's transition to a statewide cashless tolling system in 2020. The challenge was to effectively communicate this major change to motorists across upstate New York to ensure a smooth adoption of the new system.

The solution implemented by Miller Advertising used a targeted media strategy to reach drivers. This included advertising on the Waze navigation app, location-based programmatic ads targeting Thruway rest stops and key locations, and strategic out-of-home billboards near toll plazas and interchanges. As a result of Miller's campaign, E-ZPass signups increased by 119% compared to the previous year, leading to over 150,000 new customer enrollments despite reduced pandemic-era commuting.

NYS Thruway Authority