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The Societe de Transport de Montreal (STM) is launching a major campaign to reconnect riders with public transit.
Total ridership is at 59% of the pre-pandemic average for a similar period, STM officials said in a press release. Rail ridership is the lowest of all transit types at 56%, while paratransit is at 66% and bus at 61%. The agency estimates that ridership will reach 75% to 85% of pre-pandemic levels this fall.
The campaign will have three parts:• an emotional component focused on reconnecting with riders;• a practical component focused on supporting riders as they return to the network; and• a component targeting STM employees, both those who have been at work during the pandemic and those returning to the office.
Campaign materials will include advertisements through a variety of mediums, as well as a dedicated website and videos.
"With the gradual return to normal life and lifting of public health measures, combined with the cost of living increase, this is an opportune moment to promote and remind people of the importance of public transit for daily transportation in Montreal," said STM Chair Eric Alan Caldwell.