PORTLAND – The Maine Turnpike Authority is spending $40,000 to get motorists to slow down around toll plazas, where vehicles routinely exceed the 10 mph speed limit.

The campaign includes radio advertisements, mailings and stepped-up enforcement efforts.

Turnpike officials said speeding through toll plazas became a problem in 1997 when the turnpike authority switched to a new fare collection system.

Now drivers no longer have to pay when exiting the turnpike, and 98,000 Transpass customers can pass through the tollbooths without stopping.

Toll collectors found many Transpass users were going through the booths at speeds higher than the posted limit, said Daniel Paradee, spokesman for the turnpike authority.

For the anti-speeding campaign, a radio ad was recorded and fliers were sent to Transpass customers. Toll collectors were given buttons that read “Be-a-10-tive,” and 10 mph signs were painted on the pavement in front of all toll plazas.

Maine State Police also are dedicating 40 hours per week to enforce the speed limit at various tollbooths. Violators face minimum fines of $109.