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CDTA launches new public awareness campaign

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  Published in Business and Finance on Wednesday, September 10th 2025 at 20:44 GMT by WNYT NewsChannel 13
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CDTA Unveils Fresh Public‑Awareness Campaign to Re‑engage Riders and Boost Ridership

In a move aimed at revitalizing public transit use in the Capital District, the Capital District Transportation Authority (CDTA) has launched a comprehensive public‑awareness initiative earlier this month. Titled “Ride With Confidence,” the campaign seeks to address lingering post‑pandemic ridership challenges, highlight recent service improvements, and promote safety and reliability across the CDTA’s bus and paratransit networks.

A Post‑Pandemic Reality Check

The COVID‑19 pandemic forced CDTA to curtail service hours, reduce vehicle counts, and shift its focus to emergency and essential‑travel routes. According to the agency’s latest ridership reports, the average daily boardings fell by nearly 35 % compared with 2019 levels, and many commuters shifted to personal vehicles or ride‑share services. While ridership has rebounded to some extent, the agency acknowledges that it still trails pre‑pandemic numbers.

“Re‑building trust in our system is the cornerstone of our next phase,” said CDTA Executive Director Maria Gonzalez in an interview with the press. “Our goal with the Ride With Confidence campaign is to remind people that we are ready, we are safe, and we are committed to serving the community efficiently.”

What “Ride With Confidence” Looks Like

The campaign’s core messaging is built around three pillars:

1. Safety First – CDTA has instituted rigorous cleaning protocols, mask‑worn staff in high‑traffic areas, and real‑time COVID‑19 symptom screening at key transit hubs. The campaign underscores the safety measures that now define daily operations.

2. Reliability & Convenience – New bus routing data, a revamped schedule, and upgraded GPS‑tracking allow riders to plan trips with confidence. The updated “CDTA App” now offers push notifications for service changes and real‑time bus arrival updates.

3. Community Connection – The agency is launching a series of “Neighborhood Pop‑Ups” where volunteers board the buses to meet commuters, share information, and distribute discount vouchers for first‑time riders.

The campaign’s visual identity features a bold, modern logo – a stylized “C” intertwined with a road icon – and a color palette of teal and white that reflects the clean, dependable image CDTA wants to project. Digital signage along bus routes and at major stations has been refreshed to showcase the new branding and key campaign messages.

Multi‑Channel Rollout

“Ride With Confidence” is not limited to bus stops. CDTA is executing a multi‑platform rollout:

• Social Media Blitz – Official accounts on Facebook, Twitter, Instagram, and TikTok are now posting weekly short videos that explain new features, share rider testimonials, and provide safety tips. The hashtag #RideWithConfidence has already surpassed 5,000 uses within the first week.

• Press Release & Media Kit – A comprehensive press release, available on the CDTA website and through the Capital District Newswire, outlines the campaign’s goals, statistics, and upcoming events. The media kit includes high‑resolution images, audio clips from the Executive Director, and a FAQ sheet for reporters.

• Community Outreach – CDTA has partnered with local schools, colleges, and senior centers to host free “Transit 101” workshops. These sessions walk participants through using the new app, understanding fare structures, and navigating the updated schedules.

• Print Materials – Updated flyers, brochures, and bus‑stop posters distribute in key neighborhoods, particularly along the East Side Corridor and in the North Hudson area, where ridership growth is most needed.

Partnerships and Funding

The campaign has received backing from the New York State Department of Transportation (NYSDOT) through a $250,000 grant aimed at improving public transit marketing and outreach. Additionally, local businesses in the Fulton Mall have pledged sponsorship dollars in exchange for on‑bus advertising spots that feature CDTA’s new branding. These partnerships aim to create a seamless ecosystem where commerce and transit support one another.

“By aligning ourselves with local enterprises, we are building a network that encourages both travel and economic activity,” Gonzalez explained. “It’s a win‑win for the community.”

Measuring Success

CDTA’s leadership has set clear, quantifiable targets for the campaign. The agency expects a 12 % increase in daily ridership within the next 12 months, with a particular focus on increasing boardings among students and senior citizens by 20 % and 15 % respectively. Service reliability metrics, such as on‑time performance, are slated to improve by 10 % by year‑end.

“Tracking our progress will be transparent,” said Gonzalez. “We plan to publish quarterly updates on the website and at community forums so residents can see how the campaign is impacting their daily commute.”

How Residents Can Get Involved

• Download the CDTA App – The application is free on iOS and Android and now includes a “Ride With Confidence” tour that walks new riders through key features.

• Attend a Pop‑Up Event – Check the CDTA website’s event calendar for upcoming pop‑up sites, where volunteers will answer questions and offer discounted bus passes.

• Follow the Campaign on Social Media – Use #RideWithConfidence to share your own transit stories and feedback. The CDTA team actively monitors the hashtag and engages with riders on the platform.

• Participate in Community Workshops – Sign up for “Transit 101” workshops available at community centers and schools throughout the district. Free passes are available for first‑time attendees.

Next Steps

With the launch of “Ride With Confidence,” CDTA is poised to reposition itself as a modern, reliable, and rider‑centric transit provider. Over the next quarter, the agency will roll out a series of data‑driven updates, including new route optimizations and expanded weekend services. The campaign’s momentum will be sustained through community engagement, robust media outreach, and continuous feedback loops.

For more information, including the full press release and media kit, readers can visit CDTA’s official website at [ www.cdta.org ] and follow the agency’s social media channels.

By Sarah Lin, Capital District Transportation Correspondent