Can the Bus Be Sexy?

Transit agencies are increasingly turning to branding and advertising to improve their images. But can conservative bureaucracies embrace what it means to be "cool"? More importantly, can they attract riders?

1 minute read

October 12, 2014, 1:00 PM PDT

By Josh Stephens @jrstephens310


The fronts of three double-decker buses in London

Roman Pavlyuk / flickr

"Today, transit agencies are abandoning the passive approach to ridership. A confluence of design technologies, communication technologies, new trends in urban development and—perhaps most importantly—a cultural shift among young, smartphone-wielding city-dwellers has led to a new, more sanguine approach to the promotion of transit."

"From the standpoint of corporate culture, getting transit agencies to embrace innovative marketing techniques entails a serious shift of gears. For most of their history, transit agencies have focused on service and on the maddeningly complex tasks of routing, scheduling, and deployment. Managers at many transit agencies have, historically, cared more about whether buses arrive at their stops on time than about how many people get on."

“'You can’t brow-beat people into taking transit,'” said Darrin Nordhal, author of 'Making Transit Fun!: How to Entice Motorists from Their Cars (and onto their feet, a bike, or bus).' Rather than appeal to the public’s sense of altruism, agencies must, he said, appeal to their sense of hedonism: 'Take it because it’ll be fun. It can add joy to your life and give you time for other things that you find delightful.'”

Saturday, October 11, 2014 in InTransition Magazine

portrait of professional woman

I love the variety of courses, many practical, and all richly illustrated. They have inspired many ideas that I've applied in practice, and in my own teaching. Mary G., Urban Planner

I love the variety of courses, many practical, and all richly illustrated. They have inspired many ideas that I've applied in practice, and in my own teaching.

Mary G., Urban Planner

Cover CM Credits, Earn Certificates, Push Your Career Forward

Aerial view of town of Wailuku in Maui, Hawaii with mountains in background against cloudy sunset sky.

Maui's Vacation Rental Debate Turns Ugly

Verbal attacks, misinformation campaigns and fistfights plague a high-stakes debate to convert thousands of vacation rentals into long-term housing.

July 1, 2025 - Honolulu Civil Beat

Logo for Planetizen Federal Action Tracker with black and white image of U.S. Capitol with water ripple overlay.

Planetizen Federal Action Tracker

A weekly monitor of how Trump’s orders and actions are impacting planners and planning in America.

July 9, 2025 - Diana Ionescu

Map of Haussmann's redesign of Paris in the 1850s through 1870s under Napoleon III.

In Urban Planning, AI Prompting Could be the New Design Thinking

Creativity has long been key to great urban design. What if we see AI as our new creative partner?

June 30, 2025 - Tom Sanchez

View of dense apartment buildings on Seattle waterfront with high-rise buildings in background.

King County Supportive Housing Program Offers Hope for Unhoused Residents

The county is taking a ‘Housing First’ approach that prioritizes getting people into housing, then offering wraparound supportive services.

July 11 - Real Change

Aerial view of suburban housing near Las Vegas, Nevada.

Researchers Use AI to Get Clearer Picture of US Housing

Analysts are using artificial intelligence to supercharge their research by allowing them to comb through data faster. Though these AI tools can be error prone, they save time and housing researchers are optimistic about the future.

July 11 - Shelterforce Magazine

Green bike share bikes parked in a row on a commercial street with outdoor dining and greenery.

Making Shared Micromobility More Inclusive

Cities and shared mobility system operators can do more to include people with disabilities in planning and operations, per a new report.

July 11 - Cities Today