Keolis - MBTA Commuter Rail

MULTICHANNEL MARKETING STRATEGY REBUILDS RIDERSHIP FOR REGIONAL TRANSPORTATION LEADER

Objective

Create Commuter Rail marketing campaigns across a variety of platforms that inform communities, grow awareness of service options, and increase ridership. All the while considering capacity constraints, service impacts, and the mission to operate a system for the Greater Boston area that serves everyone. 

Solution

360 campaigns that included a broad mix of media including: Digital ads, Paid Search, Streaming Audio, OOH, Cable, and OTT Streaming. 

Commuter Rail ridership recovered by 96% of (pre-COVID-19 pandemic levels) as of February 2024.

Agency: KingFish + Partners

Creative Director: Scot Forbes

WINNER:
Integrated Campaign-Travel & Tourism, Silver

Car-free = Carefree

Ditch the driving hassles and enjoy car-free, carefree travel with riding the Commuter Rail. This strategic 360 campaign included eye-catching web, social,  billboards, posters, and digital signage in high-traffic areas ensuring maximum exposure and brand visibility.

Straight to the Fun

This series highlighted the adventurous spirit of our beloved Boston area, inviting exploration and new discoveries. 

Whether it’s bonding with friends, pursuing passions, or uncovering hidden gems, the Commuter Rail gets you straight to the fun.

Navigating the (Digital) Rails

In conjunction with our digital campaigns directing traffic to the site, we also developed and upgraded the user experience on MassByTrain.com.

Improvements included custom landing pages, improved SEO, Google Analytics integration, banners, interactive content, downloadable resources, seasonal promotions, and more.

The results were outstanding – from 2023 to 2024 YOY (year-over-year) MassByTrain pageviews increased by a whopping 2,080%.

A Better Ride

Simple Math, Big Impact. Expanding on the “Car-free = Carefree” campaign, this reinforces the environmental and practical benefits of riding Commuter Rail.

These fun equations really ‘add up the benefits’ of why Commuter Rail equals a better ride.

Ride Green

The MBTA plays an important role in reducing emissions in Massachusetts. It operates a low-carbon transit system, offering an alternative to driving and supporting good land use in Greater Boston.

This continuation of “Ride the Rail” highlights the environmental merits of Commuter Rail in a special Earth Month campaign.

The visually striking creative features vibrant leafy greens which vividly illustrate a reduced carbon footprint, improved air quality, and a healthier planet.

The visual pop of nature against a cityscape adds a touch of serenity to a bustling urban environment, compelling the audience to make eco-conscious choices for a greener, cleaner future.