Aug 04, 2010
MiWay, the City of Mississauga's new brand for transit service - driven by the coming Bus
Rapid Transit (BRT) Project service improvements - was presented at today's Council
"Starting October 4, 2010, 42 new express buses with the new identity and blue colour will
serve passengers travelling on our current network of five express routes that extends across
the city and connects to many popular destinations including the Islington Subway Station,
Westwood Mall, Meadowvale Town Centre, City Centre Transit Terminal, Clarkson GO Station,
University of Toronto Mississauga campus and the Airport Corporate Centre," said Geoff
Marinoff, director of Transit. "In addition to frequent service during the morning and
evening rush hours, customers can enjoy more comfortable seating, reading lights, power outlets
for laptops and larger windows when they choose express service on MiWay - the new Mississauga
Customers can choose from two types of MiWay service: MiExpress for express travel on blue
buses, and MiLocal for local travel on orange buses. When the BRT Project is operational in
2013, more express service is planned to help reduce passenger travel times and enhance
schedule reliability, since trips on Mississauga's BRT corridor are less likely to be affected
by traffic congestion, explained Marinoff.
"Mississauga's transit system is changing to better serve those who live and work in the
city," said Marinoff. "Our new brand represents a customer-focused approach to grow
ridership. This is the beginning of an ongoing journey to continually enhance the value we
deliver to our existing customers and to earn the business of new riders."
The BRT Project is a high-efficiency transit corridor running east-west across Mississauga. The
BRT Project will support all-station stop and extensive express bus service for thousands of
riders per day, making it faster and easier for passengers to travel to, from and through
Mississauga and the GTA. Visit www.mississauga.ca/brt for station locations and design
A communication campaign to educate current and potential transit riders about the two types of
MiWay service will occur in August and continue into the fall. The new brand identity is one of
many recent investments in the transit system to help the organization deliver excellent
customer service to those who choose MiWay, explained Marinoff.
These recent investments in transit include:
Additional buses and service hours.
The newly expanded Central Parkway Transit Campus with new Bus Storage and Repair
Garages to support ridership growth was officially opened in June 2009.
Automated next stop announcements are currently being tested on Route 19-Hurontario
buses to help passengers of all ages and abilities.
Mississauga is participating in the Presto fare card project. Visit www.prestocard.ca
A new website with improved functionality will launch in September 2010.
The MiExpress and MiLocal paint schemes will replace the existing design on buses over time as
buses complete their planned service lifecycles. Once Mississauga's BRT is completed, both
orange and blue MiWay buses will travel on the corridor to optimize route and system
efficiencies as well as connections with other transit networks, explained Marinoff.
As Canada's sixth largest city, Mississauga is home to 730,000 residents and 55,000
businesses, including 61 Fortune 500 companies with Canadian head offices or major divisional
head offices. A diverse, progressive and award-winning municipality located on the shores of
Lake Ontario in the heart of the Greater Toronto Area, Mississauga is one of Greater Toronto's
Top 90 Employers for 2010. Enhancing its citizens' quality of life by providing superior
services, revitalizing its infrastructure and conserving the environment, Mississauga is
committed to innovation, operational excellence and fiscal responsibility which is reflected in
its motto: "Leading Today for Tomorrow."
Team Leader Media/External Communications