Promoting the subway extension into Vaughan

The challenge

Single occupancy vehicle use is currently the dominant form of travel in Vaughan with transit representing only 5% of all commutes. The opening of the Vaughan Metropolitan Centre Station and Highway 407 subway stops provided the opportunity for us to promote transit to workplaces in the area.

How we helped

City of Vaughan and TRCA took part in our campaign in 2018, and in 2019 we ran the campaign for SmartCentres. We promoted transit to employees through:

  • Educational events to speak directly with employees and showcase the subway as a new way for them to get to work
  • A webinar explaining the PRESTO card system
  • Subway ride-along so employees could experience the subway and learn how to use the PRESTO machines and load funds

All those who attended the ride-along were provided with a free PRESTO card. Individuals who continued to take transit received match funding for the amount they had spent on their PRESTO cards for three weeks following the ride-along.