The Toronto Transit Commission, which reviews yearly, has split its account between two Toronto agencies.
The Communique Group will be the ttc’s agency of record.
Public Good will handle public affairs programs.
The ttc’s media spending for 1994 could run as high as $4 million.
Last year, it budgeted $1.2 million for advertising, but this past December, it received a loan of $18 million from the Ontario government.
That loan will enable the ttc to stage an aggressive campaign to increase ridership and to hold 1994 fares and services at the 1993 level.
Marilyn Bolton, ttc spokesperson, says specific groups such as working wives have been identified as growth areas for ridership.
Bolton says these groups will be the target of a strong marketing campaign that will include a return to television for the ttc.
After last year’s review, the ttc split its account between three agencies: Lamont Communications (information, $700,000), Johnson Adams Nicholson (marketing support $300,000) and Public Good (public affairs programs, $200,000.) PS
