Metro is spending $739,000 to advertise its bus services in local media outlets, even as it faces a $40 million budget emergency that is prompting possible cuts to those same bus lines.
The campaign, under the slogan “The new Metrobus. See how far we’ve come,” touts changes made to the agency’s bus system in local print and radio spots that began in September and are slated to run until March. Some are also posted in Metro stations and buses as free advertising for the authority.
But the ads do not explain much of the changes that have actually occurred. And the agency had two high-profile bus accidents, including one death, since the actual changes began.
Meanwhile, bus ridership has continued to slump, 12 percent off budget in November and even lower than rail.
Still, the transit agency is seeking to rebrand its bus service, especially in the wake of the growing popularity of the competing D.C. Circulator and as a counterpoint to its near-capacity subway system.
Metro has rolled out new buses, painted with new color schemes. “What the public didn’t see were the changes happening behind the scenes,” Metro spokeswoman Cathy Asato said to explain the ad campaign. “The changes added up to more than just the paint scheme and the new vehicles.”
In July, the agency restarted its NextBus service, a GPS technology that lets riders use the Internet or phones to find out when buses are actually on their way to a specific stop. The service has been lauded by some riders because the agency has typically had just three out of every four buses arriving on time, with “on time” meaning up to two minutes early or seven minutes late.
In July, the agency restarted its NextBus service, a GPS technology that lets riders use the Internet or phones to find out when buses are actually on their way to a specific stop. The service has been lauded by some riders because the agency has typically had just three out of every four buses arriving on time, with “on time” meaning up to two minutes early or seven minutes late.
The agency also has rolled out a number of “Express-Limited Stop” bus lines, notably on the 16th Street corridor and most recently new 28X along the Leesburg Pike.
Additionally Metro reorganized its bus supervision in phases starting January 2009, merging the roles of street supervisors and office supervisors in a move the agency says promotes safety and accountability.
But even still, most of the changes occurred before two high-profile bus accidents. On Sept. 3, a Metrobus driver struck a jogger in Northwest D.C. The driver was fired and the jogger is now suing Metro for $30 million.
Then on Oct. 6, Stephanie Richardson, 47, died less than a day after she was hit by a Metrobus while crossing a street in Northeast D.C.
The ads don’t detail the changes instead they typically talk about the bus operators, who the ads say are “setting the standard for our new and improved Metrobus.”
When asked why the agency is spending the money during a budget crisis, Asato said the agency advertising campaign fell within the marketing budget guidelines.
