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Smartcard contest update: public vote for the winning name in early 2011

Smartcard contest update: public vote for the winning name in early 2011

Zoop: another announcement today. The smartcard contest will have a public vote for the winning name in early 2011.

The press release isn’t quite online yet so here it is reprinted below—it has more detail on the announcement.

New Smart Card System Name Finalists to be Put to Public Vote in Early 2011!

After reviewing and researching the more than 56,000 entries and 14,000 unique names submitted into TransLink’s Smart Card naming contest this fall, TransLink will engage the public in choosing the finalist through an online and mail-in public vote early in 2011. The finalist selected by the public vote will become the name of the smart card and faregate system which will begin operations in 2013.

“With so many names with diverse meanings and interpretations, we want to ensure the public has a say in the name of the card and system they will be using for decades to come,” says TransLink CEO Ian Jarvis. “A strong name and brand for the system is important, not only because we want the public and our customers to be excited about and loyal to the new system, but because it will become a part of TransLink’s identity and we want to make sure that we get it right!”

The naming contest ran from October 12 to November 8. The winning name was originally set to be determined in December and was to be announced publicly in January 2011. The new timeline for announcing the winner, which will include a public vote, is early in 2011. The prize for the winner of the naming contest is an iPad, to be awarded at the time of the announcement and a new smart card loaded with a year’s worth of free transit will be awarded to the winner in 2013 when the system becomes operational.

The new timeline will allow for card name finalists, narrowed by an internal TransLink team, to be further researched for trademarks, legal reviews, focus group testing and most importantly, how the new card and name will “look and feel” including developing potential mascots and other marketing material options.

The new electronic smart card and faregate system is expected to increase the efficiency, effectiveness and security of the transit network by providing a convenient and seamless “one card” approach for customers to travel all modes of transit. The new system will also accept contactless bank-issued cards for tourists, casual riders and others and will allow TransLink to collect important trip and ridership data to enable more coordinated system planning and deployment. Faregates will provide a visual and physical deterrent to entering the system without payment.

“In the years ahead, we envision the smart card will have applications beyond transportation, with endless possibilities,” added Jarvis. “The smart card system will have the potential to be used for more than transportation; it can eventually be used to offer loyalty programs through business and community partnerships that will benefit cardholders as they do in other markets.”

For more information on the electronic fare card and fare gate project, or to see the revised contest timeline, visit TransLink’s website at


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