Ventra

Our team started by branding the system and rolling out card fulfillment across all platforms, managing communication needs for system launch, transition, post-launch and beyond. Throughout the transition, we quickly adapted to evolving rider needs and created timely and effective communications blanketing the city and targeting special populations. Attention-grabbing, educational information circulated in TV, radio, print and digital formats. Marketing collateral included how-to videos, retail point-of-sale and equipment re-skins for buses and trains.

We also planned and staffed dozens of community outreach events and provided in-station customer support until all Chicagoans were fully transitioned to the new system. Our team developed and managed Ventra’s social media channels to provide an educational outlet and trusted customer service platform for riders. We partnered with Ventra’s website developers to create a branded informational hub and e-commerce platform for CTA, Pace and Metra riders. In just four months, we helped the CTA achieve a 70% adoption rate – an average of more than a million fare-card taps a day. 

Purpose Brand also supported Ventra as it debuted new features and functionality such as the Ventra Card on Apple Wallet and Google Pay integration and Regional Connect Pass promotion. Our campaign drove thousands of virtual Ventra Card provisions and use on Apple and Google Pay within the first weeks of launch. The initial Regional Connect Pass sales surpassed sales of the legacy Link-Up pass.