With ridership still down from pre-pandemic days, BART's doing everything it can to entice you back. Do you think this new campaign will work?
Baylee the G.O.A.T., an anime character who is supposed to be a star online influencer based in the Bay Area, is one of the five mascots all created by artists in the Golden State.
It's an idea they got from public transit agencies in Japan, South Korea and Taiwan, which also use anime characters to connect with their riders.It's something daily riders like Bryant Baker say adds to the sense of belonging. "Changing one part, changing the promotion is not enough if you don't change the services," Ivan Fedorenko, a professor of marketing at Cal State East Bay, said.
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