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...