Contact: Theresa L. Giurintano
County of Lebanon Transit Authority
A HORSE BY ANY OTHER NAME…
LT IS THE NEW COLT
Transit Agency Responds to Growth, Residents’ Needs
FOR IMMEDIATE RELEASE
LEBANON, PA, APRIL 30, 2010 — On Monday, May 3, Lebanon Transit (formerly COLT) is announcing its new name and new brand: LT. Along with new signage and a new website, the name change coincides with the transit agency’s launch of its Commute King Express service to Harrisburg and two weeks of free rides on the new route.
The rebranding emerged from the results of a 2008 transportation study that found that county residents were not aware of LT’s services—or the breadth of those services and their advantages.
“Lebanon county is growing,” states LT Executive Director Theresa Giurintano, “and so are we. Lebanon Transit is offering new service lines and integrating newer technologies for the benefit of our riders. As a transportation leader in the 21st century, we needed a brand that matches our services.”
The transit agency, then called COLT, hired York-based Holberg Design to develop a new brand and marketing strategy for the changing company. Company President Richard Holberg explains, “We felt the former name did not capture what the transit agency represented in the new millennium. We were convinced that many people, when made aware of the convenience and advantages of riding, would begin to use the service often. We wanted to reach young professionals and others who are green-minded and financially savvy, so we created a new brand that conveys how using these services is an environmentally friendly choice—and one that helps residents save money too.”
The new name includes a new look as well. Fresh, brightly colored designs for LT’s fleet of buses are the most visible change, but these are just one part of the image makeover. A new logo and website are designed to reflect the technology-forward transit agency as it continues to incorporate time-saving, convenient amenities for riders.
Name Change Coincides with Launch of Express Service
(“LT,” formerly COLT) will be offering commuters free rides to Harrisburg to mark the launch of its Commute King Express route. The new service will provide direct weekday service , with limited stops in Lebanon County and in the state capital. The free rides will continue through May 14 and will raise awareness about the Commute King Express, which offers an alternative to the stresses of commuting, including rising fuel costs, severe weather, traffic and construction delays, and wear and tear on vehicles.
For more information about the new LT, visit