After its major motion picture premier in the film "Mystic River," the Tobin Bridge is preparing to move into the world of advertising. Drivers crossing the Mystic River span may soon see ads on receipts or placed on toll booths as they make their morning commute. Under a new initiative aimed at generating additional revenue, the Massachusetts Port Authority (Massport) selected Travelers Marketing to manage a first-ever advertising program for the 53 year-old bridge.
"We have invited the private sector to partner with us as we work to maximize revenues and improve the customer experience on this landmark structure," said Massport CEO Craig P. Coy. "In addition to conventional advertising, I expect Travelers Marketing to explore sponsorship and event-oriented opportunities."
In July 2003, Massport sought proposals from companies looking to take advantage of the potential promotional space on toll booths, toll receipts, gates, roadway poles and other visible areas on the bridge. The three year contract with Travelers Marketing provides Massport with 70% of gross advertising revenues. Based in Wellesley, MA, Travelers Marketing works with transportation departments in Colorado, Delaware, Massachusetts, Ohio, Pennsylvania, New Jersey, New York, and Virginia.
In 2002, more than 24 million vehicles crossed the Tobin Bridge.