Just two weeks after the marketing campaign kicked off, the railroad went from averaging 75 people per ride to 250 people per ride.
Texas State Railroad
Putting Fun Back on Track
With big plans for the future in mind, the Texas State Railroad reached out to Encore Multimedia to develop a strategic marketing plan that would honor its heritage while driving its brand of family fun to new audiences as a tourism destination, with an overall goal to increase ridership.
The strategic marketing plan is centered around a theme of “Put Family Fun Back on Track” to appeal to the primary target audience, families, as well as riders of all ages. The Encore team researched and strategized to develop a multi-channel plan including radio spots airing throughout the state of Texas, television spots running throughout a large portion of the southern United States, local billboards, print collateral, and digital marketing (OTT, YouTube, and geo-fencing).
Encore’s production team spent several days on the tracks riding and chasing the train in order to capture captivating photography and video assets that would illustrate the TSRR passenger experience, from the first-class champagne toasts to the children’s smiling faces.
The success of the summer campaign was felt almost immediately with a noticeable spike in interest and ridership from the general public. Just two weeks after the marketing campaign kicked off, the railroad went from averaging 75 people per ride to 250 people per ride.
“Our advertising is really making an impact and people are calling or just walking in and taking the train!” - Teresa Propeck, Vice President of Passenger Services, Texas State Railroad
As TSRR gears up for the fall season and ever-popular The Polar Express™ Train Ride, Encore Multimedia will continue strategizing and developing marketing tactics in order to help “put family fun back on track”.