How LA’s Metro made public transport “cool”

This event report discusses how the in-house agency for Metro, the operator of the Los Angeles public transport system, aimed to convince the area’s famously car-loving residents to switch to the bus or train.

How LA's Metro made public transport "cool"

Stephen WhitesideWarc

People who live in Los Angeles have one common currency: their cars. They may be obsessed with movies, celebrity and glamour, but the automobile is their life.

And beating back that reliance – and unclogging the city's famously congested roads – is the marketing challenge for Metro, the local bus and rail operator.

"Public transportation is the blind spot of everybody in Los Angeles," Michael Lejeune, creative director for the organisation's in-house design studio, told delegates at the In-House Agency Forum. The storm of automotive-marketing messages never ends and Metro...

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