Don’t call it a bus.
One way to remove connotations about buses is to simply stop referring to them as buses, said James Redeker, commissioner of the Connecticut Department of Transportation.
“The idea for me is to get the bus out of the brand,” Redeker said. “People are saying: ‘People like me don’t ride the bus.’”
DOT is rebranding the transit system to encourage ridership by changing the image and creating ease of use, such as switching New Britain-Hartford Busway to CTfastrak.
“CTfastrak is one component of a completely new brand,” Redeker said.
That new brand is CTrides, the catchall for the state public transportation, including CTfastrak for rapid bus, CTTransit for local bus and names to be announced for rail, ridesharing, and others.
CTrides will use names and colors to help users navigate the system with schedules, fees and other pertinent information now is scattered in multiple portals. This should create efficiency, Redeker said.
“Connecticut really suffers from a lack of identity and lack of consistency,” Redeker said. “You need a brand to make it work.”
The image creates greater acceptance. Rail is more socially acceptable than bus, even as buses are flexible and quicker, said Mike Sanders, DOT transit administrator.
“One is cool. One is not. But one gives you better service,” Sanders said.
Providing a style and quality throughout the public transit system, Redeker said CTrides will become a strong brand encouraging more riders.
“The transit system and the transportation system are so important to everything that a solution has to be found,” Redeker said.
