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CLIENT
The client came to our team seeking a way to increase passenger ridership on the trains throughout the year. While ridership had reached a record high in the previous year, the client still felt that there was a lack of awareness of the CVSR in the Cleveland area. Ultimately the client wanted an awareness campaign that would attract potential riders and increase daily passenger counts.
We created an awareness campaign to attract riders in the suburbs surrounding the areas of operations. The campaign was mocked up with three target markets but designed so that if the client chose to include an additional market they could do so easily within the template. The CVSR would be positioned to appeal directly to a particular target based on an element of the railroad excursion.
Couples - Romance
A unique date idea for all couples young and old.
Families - Discovery
Parents discover the wonder in their children's eye's as young children discover the natural wonders that surround them.
Nature Enthusiasts - Tranquility
For those who love nature, they can enjoy a trip through it's beauty and tranquility.
The unique slogan plays at the common railroad saying, "All aboard, next stop..." followed by a destination. In this case we replaced the destination with an adjective that appeals to each of our target markets individually.
CAMPAIGN
A full-page magazine ad in “Mimi Vanderhaven”, a controlled circulation magazine that focuses on promoting small and local businesses.
A postcard mailer sent out at strategic times during the peak and off seasons to suburbs in the area.
"Climb abord
and discover,
next stop..."
OBJECTIVE
SOLUTION
BILLBOARDS
COMMERCIAL
COLLATERAL
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