The efforts of the Illinois Tollway to market I-PASS and generate non-toll revenue have resulted in substantial growth in I-PASS sales and usage since the new leadership team was put in place in early 2003. Some of the most fruitful tactics of the Tollway have included unique partnerships with retailers, broadcasters, transit service providers and oases over the road site developers. In total these partnerships will generate over $4.0 million dollars in advertising and marketing dollars for the Illinois Tollway, which in the previous 10 years had only budgeted roughly over $500,000 total.  Not only does this save valuable resources, it also helps counter the negative public feedback that often results when toll money is spent to promote Tollway’s and electronic toll collection.