T to launch new ad campaign

BOSTON. MBTA ridership is on the rise, and the T is hoping to keep it that way.

This week, the T will launch a series of advertisements targeting drivers, including Internet, radio and billboards, as well as one commuter rail train covered completely in advertising.

MBTA General Manager Dan Grabauskas said the agency hopes “to capture a brand new audience unaware of the cost savings available by taking the T.”

“We are urging people seeking alternatives to the high costs at the pump to pick up a CharlieCard, and take advantage of the many benefits the CharlieCard provides,” Grabauskas said in a statement.

MBTA average daily weekday ridership has increased 6.2 percent since January, largely due to rising gas prices, which are now above $4 per gallon across the state. The T has seen the largest increase in ridership on its subway and bus service.