Metrolinx received the Marketing and Communications Award at the 2024 CUTA Awards Ceremony.

In February 2024, Ontario, Metrolinx, and local transit partners launched the One Fare Program, eliminating double fares between GO Transit, the Toronto Transit Commission (TTC), and five local transit systems bordering

Toronto. This initiative allows riders to pay once when transferring, enhancing affordability and convenience.

The launch followed months of planning involving various partners, including the Minister of Transportation and the participating transit agencies. It included a podium announcement on February 5, attended by key officials, and a program implementation on February 26.

Metrolinx’s Communications and Community Engagement and Marketing Divisions collaborated to create an integrated campaign. This involved updating websites, posting on social media, and coordinating a social media takeover across 36 accounts, all promoting the program with a video produced in-house.

The campaign exceeded its goals, achieving impressive media coverage: 256+ stories and an editorial reach of 177 million, with 36% positive and 64% neutral coverage. On social media, the program generated over 2.1 million impressions and significant engagement. Community information pop-ups distributed 6,000 postcards and engaged over 1,000 riders.

Internally, an email announcement reached over 6,000 staff, and additional communications yielded high viewership. Marketing assets were distributed across transit agencies, creating nearly $1 million in media value. A digital campaign with out-of-home and social media ads generated 22.7 million impressions, further promoting the One Fare Program.