Background:
Yefe Nof was established over a decade ago in place of “Netivei Carmel” which was a division of the Ayalon Highway company in Tel Aviv. The company was established in order to promote and carry out transportation policy in the Haifa region. There are two central projects within the scope of its operations: The digging of the Carmel Tunnels and the “Matronit” Bus Project.

The Challenge:
The real BRT (Bus Rapid Transit) is already here, but what is it?

This is not a regular bus or light rail. It’s a new, state-of-the-art bus that moves on tracks. As with any new public transport launch (and we love those) here too the company had to deal with the resistance of the residents, the drivers and many others who did not understand how they will get from place to place and how they will get used to a new system.

Our Solution:
A smart, accessible campaign

In order to provide solutions to the various needs of the campaign, a unique, informative graphic language was developed which included design maps, brochures, stickers and signage for bus stops, and a complete array of marketing products including newspaper ads, a web site, and a Facebook page. 

Once the new transport campaign was launched, a number of runs were conducted in which new lines began to operate and old lines were changed. In each of the runs, we adjusted the route maps and notices.