Cashing In On Toll Roads

Incumbent Johnson/Ukropina Creative Marketing, Irvine, Calif., has emerged as the front-runner in the shootout for the $2.4 million marketing account of the Transportation Corridors Agency, a private-public body that administers a network of three toll roads in Orange County, Calif.
The TCA’s board of directors is expected this week to approve staff recommendations to award the account to Johnson/Ukropina, which prevailed over finalists DGWB and RiechesBaird, both of Irvine, and Johnson Gray, Newport Beach, Calif.
When Johnson/Ukropina originally won the account 18 months ago, the client was TCA subcontractor Lockheed Martin Information Management Systems, which manages the roads’ toll collection operations. The latest review came as the TCA assumed responsibility for hiring its own ad agency directly.
TCA spokeswoman Barbara Daly said future marketing will aim to boost off-peak use of the 51-mile toll road network. In addition to print ads and radio spots, Johnson/Ukropina has used promotional incentives, teaming up with shopping centers to offer gift certificates and free valet parking to those who use the roads during periods of light traffic.
The agency referred calls to the client.
-James Zoltak