Turnpike Executive Director John T. Durbin said the toll receipt coupon program will generate approximately $250,000.00 in annual revenue form the advertisers. "We are always looking for creative ways to maximize non-toll revenue," said Durbin. "By undertaking efforts like this coupon program we are able to do more for our customers while continuing to keep our fares at competitive levels."

Each year the Pennsylvania Turnpike hands out over 38 million receipts. Most of those receipts go to business people who file expense reports. "An audience of 38 million people makes this an attractive advertising vehicle," said Durbin. "Not only will the program bring added value to our customers, it will support Pennsylvania businesses and promote tourism."

Russell Pergament of Travelers Marketing said his experience in setting up the Massachusetts Turnpike’s coupon program found that travelers had an increased interest in obtaining receipts once the coupon program got underway. Requests for receipts went up by 12% in Massachusetts after the program was initiated. A similar percentage increase on the Pennsylvania Turnpike would see an additional 4.5 million receipts – thus increasing the program’s advertising potential.

Toll receipts will remain the same size – 1½ by 4¾ inches. Under the program the receipt and the coupon will be separated by a perforation. This will make it possible for the customer to tear off the coupon and still have a receipt for expense account purposes.

"We’re selling access to customers," said Pergament. "This is a highly focused advertising vehicle with a technique that has proven to be effective."

Initially, the same coupons will be issued throughout the Turnpike system. Should Travelers Marketing develop regional advertisers, then the receipts will be printed on a regional basis, allowing advertisers to focus in on a particular geographic area.

Staples has signed on as the first advertiser in the Pennsylvania Turnpike’s coupon program. Travelers Marketing will be working to sign-up additional advertisers before the coupon program is launched early next year. "Staples is one of the most exciting retailers in the country," said Pergament. "Pennsylvania will see, as Massachusetts has, that they are committed to providing remarkable and meaningful value offers to their customers."

"Staples toll receipt coupons are designed to bring value-added offers to drivers as an unexpected benefit of their trip," said Stuart Broadhead, Director of Small Business and Cross Channel Marketing for Staples. "It is exciting to be the Pennsylvania Turnpike’s first sponsor."