The City of Mississauga, one of the largest financial centres in Canada, launched their dynamic MiWay brand and generated one of the greatest ridership increases in Mississauga’s transit history. The new brand was poised to reshape perception and signal significant change.
Within one week of the brand launch, MiWay generated 708,239 revenue rides, the highest weekly ridership in their history. In its first quarter the new brand achieved a 6.1 per cent increase in ridership, and over a two year period recorded its greatest ever ridership increase of 5.9 per cent. This exceptional increase was due to the introduction of an exciting new identity and visual language by Entro Communications, coupled with an aggressive marketing campaign.
Key To Success: Build An Aspirational Position
A brand strategy defined the new positioning statement, which emphasized “an easy and stress-free” way to get to work. To communicate this positioning, Entro developed a simple, easy to recall, and memorable name that communicated this positioning. Additionally, with a play on “MiWay” residents could claim ownership of the name.
Key to Success: Create a Unique and Memorable Brand Identity
A new visual language informed through a new visual identity was created that has been easily translated across all touchpoints to create an integrated system identity. This included all marketing collateral and design of public assets including bus graphics and signage and wayfinding across all services and routes. Brand guidelines were developed to ensure consistency across all platforms.