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Since January, Massachusetts Bay Transportation Authority (MBTA) ridership has increased 6.2 percent. But the authority has launched a campaign this week aimed at attracting even more riders to the system.

MBTA is targeting automobile drivers through a Web promotion at www.mbta.com, billboard ads located throughout the Boston metropolitan area, radio ads and commuter-rail train wraps. The campaign is designed to position MBTA as a "smart" commuting option in light of increasing gas prices.

“We hope to capture a brand-new audience unaware of the cost savings available by taking the T,” said General Manager Daniel Grabauskas in a prepared statement.