Citibike
You make the effort to be eco-friendly and avoid the disaster that is the New York Subway. Your reward? Lining the pockets of one of America's biggest banks. Here lies the problem with CitiBike. Due to their title sponsor being a bank and the lack of self-awareness in some of their communication, it feels like an extension of a corporate enterprise rather than a fun, environmentally-conscious way to get around the city.
With a revamp of their tone, I think CitiBike could easily eliminate some of the reservations of potential riders. My campaign focuses on the inherent benefits (cost, eco-friendly) of the service as well as the fact that it's riding a bike - it should be fun!
