“THINKING AHEAD” COMMUNICATIONS PROGRAM CAPTURES NATIONAL TRANSPORTATION AWARD

PORTLAND, ME (June 23, 2005) – The Maine Turnpike Authority’s “Thinking Ahead” communications program, an innovative strategy created by Swardlick Marketing Group to support the widening of the Maine Turnpike, has captured a national award.

The American Road & Transportation Builders Association (ARTBA) selected the program for its 2005 PRIDE award to recognize the Maine Turnpike Authority’s excellence in transportation communications.

The “Thinking Ahead” communications program included a blend of public relations, branding, media partnerships, television, print and radio advertising, and other components to ensure that travelers received the most up-to-date information during the five-year widening of a 130-mile section of the Turnpike. The Maine Turnpike Authority was among the first transportation agencies to use email alerts to issue travel advisories, and the partnerships with local radio stations and the Portland Press Herald – which also delivered travel conditions and updates – garnered millions of dollars worth of earned media.

A panel of public relations professionals and construction industry journalists selected the campaign for the award, which was created in stages during the past seven years, to highlight the positive contributions of the transportation industry. A ceremony to honor the Maine Turnpike Authority and other award recipients was held this spring in Washington, D.C.

In large part because of the communications efforts, public approval of the widening project and the Maine Turnpike Authority increased dramatically. Overall approval of the Authority increased nearly 23 percentage points during the campaign. Approval of the handling of the widening project – which was completed on time and under budget in fall 2004 – increased from 38% to 77%.

“The ‘Thinking Ahead’ campaign clearly illustrates how effective a far-reaching strategy and creative campaign can be in communicating with customers and stakeholders,” said David B. Swardlick, President of Swardlick Marketing Group.

For More Information Contact:
Steve Mason
Swardlick Marketing Group
207-775-4100
smason@swardlick.com