New Campaign to Increase Awareness of Late-Night and Early-Morning Bus Network
On Friday, August 5, 2016, the Office of Economic and Workforce Development and Supervisor Scott Wiener launched a new regional multilingual marketing outreach campaign for the AllNighter, the late-night and early-morning bus network that serves San Francisco, the East Bay, and Peninsula. The system, which is operated by the San Francisco Municipal Transportation Agency (SFMTA), AC Transit, SamTrans, and Golden Gate Transit, runs from midnight to 5AM and consists of over 20 bus routes, with stops at most BART and Caltrain stations.
The AllNighter multilingual outreach campaign is one of the key initiatives recommended by the Late Night Transportation Working Group in its report The Other 9-to-5: Improving Late-Night and Early-Morning Transportation for San Francisco Workers, Residents, and Visitors. Over a period of nine months, the group examined the current state of nighttime transportation, surveyed workers, residents, and nightlife patrons, and came up with a set of recommendations. These major steps included, among other efforts, an information campaign that targets different segments of the late-night and early-morning rider and potential rider community. The report found that there was a lack of basic awareness and understanding of existing nighttime transit options.
The first phase of the AllNighter outreach campaign features cable television, social media, bus, BART and Muni station advertisements. Partnerships with community organizations will be used to broaden the outreach effort. The project will run through the summer of 2017.
The slideshow below includes a selection of images from the campaign.
The Office of Economic and Workforce Development, which leads the implementation of the Working Group’s recommendations, worked closely with SF Municipal Transportation Agency (SFMTA), Bay Area Rapid Transit (BART), AC Transit, Samtrans, and Golden Gate Transit to develop the campaign, which received input from the San Francisco Entertainment Commission and the entire Late Night Transportation Working Group. The Metropolitan Transportation Commission (MTC) also supported the effort by granting $200,000, which will be used to sustain the campaign and measure its success.