Elizabeth River Crossings buys ads to educate drivers about upcoming tolls

On the Internet, chances are you’ll see ads telling you to “click here” for more details on the upcoming tolls in Norfolk and Portsmouth.

“[It's] a way to communicate about the benefits, the job opportunities, why tolls are in place and how they’re part of funding the project,” says Mary Humphreys of Elizabeth River Crossings.

Elizabeth River Crossings, part of the public/private partnership for this project, is behind the campaign.  It was unveiled this week since all of the financial hurdles have been cleared and the project can start.

“It was the opportune time to start a major public outreach campaign about what the project entails and where it’s going,” says Mary.

What will be happening is construction of a brand new Midtown Tunnel tube.  The Downtown Tunnel will also get a face lift. . Plus, the tolls will fund an extension of the Martin Luther King Freeway. Elizabeth River Crossings admits the introduction of the website likely won’t change the minds of opponents.

“But what we hope is that they can understand how tolling is one portion of how this project is funded and that it’s a beneficial project from a safety stand point,” says Mary.