BEBER SILVERSTEIN GROUP

How do you get commuters to change decades-long habits and switch from I-95 to the Turnpike – and pay a toll in the process? Part of the effort included placing an outdoor campaign up and down I-95, which offered simple directions to the less-jammed Turnpike and even gave the venerable highway a nickname: “The Less Stressway.”

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 “The Less Stressway” became part of the popular lexicon; adopted by newscasters, traffic reporters and commuters alike – as travel on the Turnpike increased significantly. The marketing language is now used on permanent signage on Florida's Turnpike.