CooperKatz launched the New York Metropolitan Transit Authority's MetroCard Gold with a campaign that brought to life the "token-replacing" fare card's key benefit: free subway-bus transfers. We simulated a subway-to-bus transfer experience for reporters at a major press conference. Then we had the governor buy the first MetroCard Gold at Grand Central Station. And then we developed press materials with highly localized one-fare trips for each of the five New York City boroughs.