SunPass Shines on Zimmerman

By Katy Eckmann

ATLANTA–Barring protests from the other three finalists, the Florida Department of Transportation expects to award the advertising account for its SunPass toll-collection system to The Zimmerman Agency of Tallahassee, Fla.

A Florida Department of Transportation official confirmed the state agency’s intention to assign the business to Zimmerman. However, a 72-hour protest period must be honored, and the contract may not be signed for a month or so.

The Zimmerman Agency triumphed over Tinsley Advertising and Kelley Swofford Roy, both of Miami, and Harwell Advertising & Public Relations in Lakeland, Fla. The review process entailed scoring written proposals, oral presentations and cost proposals. Poulton said ‘some’ of the finalists presented speculative creative, though she declined to specify which agencies.

Zimmerman officials could not be reached for comment at press time.

SunPass, an electronic toll-collection system, will be installed on all of Florida’s toll roads and bridges beginning next year, Poulton said. The system allows drivers to pay tolls electronically via a transponder mounted under the rearview mirror. A digital readout informs drivers of their account balances.

The automated system will be installed first in South Florida early next year, Poulton said. SunPass will be up and running throughout the state by 1999.

Advertising–including television, radio, print and outdoor–will break later this year or early 1998.

Copyright ASM Communications, Inc. (1997) ALL RIGHTS RESERVED