Brightline, a premium, high-speed rail service was well on its way to gaining real momentum as a way of life in South Florida. But the pandemic had different plans and operations had to be paused for more than a year and a half. They chose GlueIQ as their Agency of Record to relaunch in a world where many feared getting into tight spaces with strangers and questioned the cleanliness of public transportation.
We believed Brightline could be a beacon of optimism. So we set out to paint the town Brightline yellow.
To help drive consideration of group transportation in the post-pandemic world, we created a campaign that leaned on a familiar song to create confidence in unfamiliar times. Our C’mon and Take a Free Fide campaign offered riders a complementary seat in exchange for simply registering online or downloading the app. The campaign included television, radio, digital, social, film and out of home activations and performed exceptionally well, breaking pre-pandemic ridership records well ahead of schedule. Since then, Brightline has continued to exceed pre-pandemic ridership numbers in current markets. In fact, ridership today has been up on average 13% since 2019. In social channels, we started a “Railblazer” micro-influencer program designed to spread word-of-mouth on the ground and online. We leaned into all of the amazing events and experiences that popped up in a more open South Florida, delivering fans to stadiums and explorers to museums. By 2022, net audience growth was up 405.9%, and impressions were up 1,750.2%.
Our work has grown to include branding and message optimization as we continue to expand our partnership to fulfill the expanding needs of this high-speed train. The back-to-business effort overdelivered against impressions, clicks and visit goals