Hours of Operation:

Mon. - Fri.: 9:00AM - 5:00PM ET

Branding Bluegrass RIDE

Branding: Bluegrass RIDE

Blue Grass Community Action Partnership (BGCAP) Transit, of Central Kentucky, rebranded to Bluegrass RIDE to raise the public profile of the agency and make local residents aware that this is a transit system for everyone, not just older adults or persons with disabilities.


BGCAP chose the new name for the service, Bluegrass RIDE, to reflect both the purpose of the system and the history and culture of the region. While a consistent umbrella brand is used across the region, it’s localized for each of the three communities in which local service is provided, with the addition of the town name in a unique color on the vehicles and marketing tools. In the first three months of operation as Bluegrass RIDE, monthly ridership in Georgetown increased more than 400 percent. Danville and Nicholasville have seen similar results.

The new vehicles are branded in a bold color scheme that captures the personality of the Bluegrass region and differentiates the transit services from the specialized social service transportation provided by BGCAP.

Four pictures of a bus with the words bluegrass ride on it.

Vehicles used on local routes are branded with the community name, while vehicles for regional routes simply carry the core branding.

A blue sign that says bluegrass ride bus stop.

All bus stops are signed. Each sign includes a QR code that links to the specific community page on BluegrassRide.org.

Three brochures for Bluegrass Ride Georgetown, Danville and Nicholasville.

Customized brochures for each community include route maps, schedules, and basic how-to-ride info.

Three advertisements for a bus service called Bluegrass Ride.

Print ads in local newspapers were used to create awareness before, during, and after launch of the services.

An advertisement for a bus that says your ride has arrived and it's free!

Direct mail, via USPS Every Door Direct Mail, delivered both the promotional message and community-specific transit information to all homes along the routes.

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