Ride more. Get more. This past August, EMTA officially unveiled its new BayLiner Rewards program. Although riding the BayLiner Trolley had always been free, EMTA was looking for a way to make it even more rewarding for tourists and residents alike. With our help, they created an incentive program that offers discounts at participating Downtown restaurants, retail stores and more—just for riding the Trolley. In addition to the Rewards cards, newspaper ads, radio spots, outdoor, bus shelter signage, etc., we developed the new BayLiner Rewards website. Visitors log on for complete program details, to request new Rewards cards as well as to access Trolley schedules, participating location updates and specific vendor discounts. The first month of the campaign alone, Trolley ridership increased 32% versus the previous year. What's more, The BayLiner Rewards website continues to see its share of heavy traffic. Sorry, pun fully intended.