Tri-Rail's "Ride & Play" campaign to promote commuter rail to leisure travelers

Target Audience: Tri-Rail's "Ride and Play" targeted potential leisure riders, specifically families that would benefit from the commuter rail system's easy connectivity to destinations in the region.

Strategy Objective:The objective of Tri-Rail's "Ride and Play" was to: - Promote Tri-Rail's hourly weekend service and $5 flat rate, all-day train service on weekends and holidays - Create a party-like atmosphere onboard the train with costumed characters, balloon artists and entertainment - Cross promote train service with popular destinations to educate the public about transportation alternatives - Increase ridership by encouraging South Florida residents to get onboard Tri-Rail to ride the train to popular local destinations - Engage local attractions to offer a discount for riders who presented their validated Tri-Rail ticket on Ride and Play Day - Partner with local radio personalities to ride Tri-Rail as a means to attract new riders to get onboard

Situation Challenge: The challenge was to identify an engaging opportunity to promote the convenience and affordability of riding the train to popular destinations between Palm Beach, Fort Lauderdale and Miami. This would also position Tri-Rail as a viable commuter option to travel to local attractions and events, plus to get to work or school on weekends.

Results Impact: - Tri-Rail carried 7,794 passengers on Ride and Play day, the second highest daily ridership for a single event since the implementation of an expanded weekend schedule in March 2013 - 14,619 page views on the Ride & Play landing page on the Tri-Rail website - 1.47 million impressions via print advertising - 288,525 impressions via online web banner and email marketing - 1.18 million people reached via radio advertising - More than 275,000 impressions via Facebook with more than 7,300 clicks to the Tri-Rail website - Strengthened partnerships with Bayside Marketplace, Museum of Discovery & Science, CityPlace, Perez Art Museum Miami and Vizcaya Museum & Gardens

Why Submit: This initiative was a great success, attracting hundreds of new and existing passengers, resulting in Tri-Rail reaching its second highest daily ridership for a single event. It demonstrated the convenience of riding the train to popular destinations between Palm Beach, Fort Lauderdale and Miami at an amazing fare. Tri-Rail's "Ride & Play" proved to be a great opportunity for South Florida families to experience the train while traveling to South Florida's best attractions.