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“See More Spots” marketing campaign begins

August 20, 2004

Ramsey Mayor Richard Muti joined NJ TRANSIT Executive Director George D. Warrington today to herald in a new era in commuting convenience – the opening of the new Ramsey Route 17 Station and parking deck.

Mr. Warrington, along with NJ TRANSIT’s parking mascot “See More Spots” the Dalmatian, welcomed Mayor Muti and members of the Borough Council as they stepped off a Main Line train onto the platform of the new station.

“The opening of the Ramsey Route 17 Station gives our customers even more travel options,” Mr. Warrington said. “And with the addition of the more than 1,200 parking ‘spots,’ customers won’t have to compete for parking at other facilities along this line.”

"NJ TRANSIT has worked closely with the Borough of Ramsey to make this a smooth transition, " Mayor Muti said. "I'm hopeful that the new train station and parking deck will turn out to be a positive benefit for the town."

When the station officially opens for revenue service Sunday, it will bring online 1,250 parking spots, which helps to meet the State’s commitment to add 20,000 parking spaces by 2007.

NJ TRANSIT will offer customers free parking at the new station through the end of September. Thereafter, parking fees will be $4 weekdays and $2 after 10 a.m. and on weekends. Monthly passes will be available for $60.

To promote the station’s new five-tier parking deck, which is accessible from Route 17, NJ TRANSIT has launched an aggressive marketing campaign under the umbrella theme of “See More Spots.” This campaign centers on “See More” the Dalmatian who, with his white coat and black spots, is the perfect “spokesman” for the many parking spots now available to Main Line commuters.

Earlier this week, colorful spots began appearing on several Main Line station platforms with headlines including “Need a Spot?” and “1200 New Spots.”

Other marketing initiatives include:

  • “See 1,250 new parking spots,” building exterior banner on the new parking deck visible from Route 17.
  • “See More” Dalmatian posters at Main Line rail stations.
  • 28,000 direct mail pieces to be mailed to NJ TRANSIT customers.
  • 10,000 seat drops for Bergen, Main Line and Port Jervis customers.

“This is a very creative approach that gets people thinking about how easy it is to park their cars at the Ramsey Route 17 station, and not worry about trying to find a parking spot at other locations,” Mr. Warrington said. “Throughout the NJ TRANSIT system, parking is at a premium as more residents discover the benefits of using public transportation and leaving their cars behind.”

In addition to more parking spots, the station also offers a host of amenities for commuters to enjoy that include:

  • An elevated pedestrian walkway between the station and parking deck.
  • Three elevators – one on the inbound platform and two inside the parking deck.
  • Heated shelters to keep commuters warm during the winter.
  • Restrooms and retail space. (A coffee and bagel shop is planned.)

NJ TRANSIT is the nation’s largest statewide public transportation system providing more than 752,600 daily trips on 240 bus routes, three light rail lines and 11 commuter lines. It is the third largest transit system in the country with 162 rail stations, 49 light rail stations and more than 17,000 bus stops linking major points in New Jersey, New York and Philadelphia.

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