The City of Boston has launched a new marketing campaign with the cheeky title, “Get Your Pass In Gear” to encourage Bostonians to access transportation through Boston Bikes Pass. The program provides free and discounted membership for the city’s public bike-share program, Boston Bluebikes.
Boston partnered with ad agency Gupta Media on the outdoor, social and digital effort. Ads will appear over the next several months on billboards in prominent high-volume commuter locations, as well as digital placements in and around public transportation.
“Boston residents deserve access to sustainable, affordable transit, and we want to make sure Boston residents know about the Boston Bikes Pass that can help them get around the city by removing financial barriers,” said Mayor Michelle Wu.
The program provides $5 annual membership for income eligible Boston residents, and $60 annual membership for Boston residents who are new to the Bluebikes system.