MARKETING & PR Alternative Milestones

MARKETING & PR

Alternative Milestones

Toll agencies know the news value of “milestones.” When a turnpike has a 50th anniversary, a billionth patron, reaches $100 million annual revenue, or puts out its millionth transponder, it’s time to party. Or to stage some kind of bash with awards and speeches. IBTTA is working on some new milestones apparently to gain “free media.”

We weren’t asked, but here are our suggestions for “milestones” —

• Survive third Abolish-the-Tolls ballot

• Millionth violator, 10 millionth Violator

• Foreign coins warrant special shipment to foreign exchange dealer

• Local governor/mayor/other bigwig willingly pays toll

• One full month without request from governor’s office to find job for party faithful, handicapped Hispanic lesbian, cousin Jack

• Unaccounted cash drops below 5 percent

• Lane gate slams down on hood of violator, traps vehicle

• Toll enforcement video records amorous backseat activities

• 100th electronic transponder thrown in coin machine

• Full shift with all systems down