Table Of Contents - Chicago Transit Authority

CTA Express Airport Train Service Business Plan
user-friendly web page, and billboards on Chicago public transport and next to the highways to the
airport. During steady state operations, blanket the airports with signage so that arriving airline
passengers can quickly understand what the service is offering, the benefits, and the location of the
station.
• Develop a consistent message highlighting the service as a “premium, fast, and convenient service,”
which should be captured in advertising through all chosen channels.
• Extend the geographic reach of pre-launch advertising beyond the Chicago area, as many business
travelers are frequent flyers who develop efficient travel habits for each city. Placing advertising in
areas at selected major U.S. airports where passengers may be boarding flights to Chicago will
contribute to further expanding the potential market for the service.
• Develop partnership promotions. Creative advertising strategies may be developed in conjunction
with marketing partners, such as hotels, airlines, travel agencies, and government organizations.
• Provide introductory discounts for selected corporations and government organizations as a way to
gain access to their wide traveler base. These promotional “trial” discounts would allow CTA to
introduce the service to its primary passenger base. The discounts of up to five to ten percent of
base ticket price could be offered for the first year of Direct Service with evaluation of potential
extension of the program for selected corporate and government clients.
The initial Direct Service as well as ultimate Express Service would both benefit from similar promotional
activities to those outlined above. As the Express Service is eventually rolled out, a clear message must
be communicated to the public as to the rationale for the changes, the different characteristics of the
Express Service, and the basis for increased fares (i.e., the added amenity of shorter travel times).
4.3.2 Brand Positioning
Strong positioning and understanding of the premium airport train service brand would be extremely
important to the Service’s success. For starters, a clear divide must be achieved between the premium
airport service and ordinary CTA rail service in order to validate the higher fares. Similar to the
differentiators, accentuating the service as direct and reliable would be attractive to potential customers.
The convenience of the airport and downtown station locations and focus on premium customer service
should also be highlighted.
4.3.3 Strategic Alliances
Based on benchmarking of marketing channels adopted by U.S. and international airport rail link services,
it is suggested that CTA consider the following potential strategic partners:
• Airlines - As has been the case for other airport rail links, establishing relationships with airlines will
be crucial in expanding premium airport train distribution and marketing channels. Importantly,
airlines have valuable access to potential premium airport train customers. In addition to creating
opportunities for promotional distribution, there is an opportunity to partner with airlines for ticket
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