Illinois deploys Captain Tollway - if you don't go to the website, we'll have the kids nag you

Illinois Tollway has rolled out a goofy looking icon-figure they're dubbing Captain Tollway. Musclebound, in some kind of boxing attire plus cape in a Superman allusion, the Captain is supposed to help instruct motorists on profound stuff like planning your summer journey by checking on road conditions, the location of service plazas and the standing of your transponder account before setting off.

The Captain is a marketing gimmick for a "know before you go!" message designed to get people to do some preparatory stuff for their summer holiday travels. The basis for this campaign is market research commissioned by the Tollway that demonstrates conclusively that "Motorists are Morons" in the succinct phrase of marketers powerpoint presented to the Tollway board earlier this year. (We made that up - TOLLROADSnews)

In case the musclebrain Captain doesn't get adult motorists to go to the website for the Tollway message then the Tollway will deploy the kids to nag Mom and Dad about that vital pre-going knowing. They're handing out 12-page coloring books featuring the Captain and his message to indoctrinate the littlies.

Here's extracts from the press release on the Captain:

"Captain Tollway's first mission, as the star of his own coloring book, is to provide kids with Know Before You Go! tips to pass along to their parents for vacation trips and commutes alike. Tips includes why motorists should "Drive 45" in work zones, how to find out roadway conditions, and how to avoid "vacation violations." The 12-page coloring book with crayons will be distributed at all six Illinois Tollway Customer Service Centers in time for the start of the summer
travel season.

"Travel will definitely be more challenging this year throughout the Illinois Tollway as our $6.3 billion Congestion-Relief Program is well underway, and we apologize in advance for the inconvenience," said Executive Director Brian McPartlin. "We urge drivers to allow for extra travel time and take Captain Tollway's advice to get the latest information on construction and travel times before getting on the road."

"While daily commuters know what to expect on their frequently traveled routes, occasional drivers may hit the road less-prepared and vacationers often forget about summer construction until they are in traffic.

"To Know Before You Go! check out www.illinoistollway.com before traveling, to get current traffic and construction information, update your I-PASS accounts and make a plan to stop for gas or snacks at an Illinois Tollway Oasis along the way."

Oasis is the Illinois term for their service plaza/rest stops.

ORT violations

On open road tolling and violations there's this:

"Drivers can identify toll plaza locations and rates before setting out to ensure they have cash on hand or funds in their I-PASS account. Use the Toll Calculator in the Roads & Tolls section of the Illinois Tollway Web site, or refer to Maps in the same section for more information, including a link to an interactive system map to identify rates and toll
plaza locations to avoid racking up toll violations. Drivers who accidentally miss a toll can pay online via the Illinois Tollway Web site within 7 days without penalty or toll violation fines.

"I-PASS users can manage accounts online through the I-PASS section on the Illinois Tollway Web site to review transactions, add funds to an account and make sure account information is up to date. Be sure license
plate and credit card information are correct, or you could receive a violation notice, since the system will not recognize you as an I-PASS family member without your current information. If you are using your transponder in more than one car, make sure all license plates are on file. I-PASS also can be used on the Chicago Skyway, Indiana Toll Road, and anywhere E-ZPass is accepted. " (End quotes from the Tollway.)

Tollway CEO Brian McPartlin, not a shy guy, is expected by his marketing people to get out on the toll plazas within a day or so in a Captain Tollway costume and hairdo. The standup hairdo is the hard part.

Precedents

Silly characters in costumes have been used in Florida, Virginia and Maine. In Virginia the Dulles Greenway in its early days had Rocketman and Catapult Mom. The Indiana Toll Road Concession Company had a rolly-polly i-Zoom Girl who got out in the lanes in a getup designed to promote the state transponder brand.

The Maine Turnpike regularly turns out a bunch of sillies like Miles the Moose, LL Lobster and Bernie the Black Bear to stand in the toll lanes at their far southern York Toll Plaza during the summer tourist season. Their job is to hand out Thanks for Coming, Come Again Next Year flyers.

TOLLROADSnews 2008-05-28