Next Generation Campaign

Next Generation Campaign

Campaign Highlights

• November 2012 – March 2013

• Advertising Budget: $80,000

• Advertising Methods: TV, Print, Outdoor, Online, Internal Channels

• 2013 Spotlight Award Winner

Opportunity to tell our story

Goal of the Campaign

• To educate public that the New Mexico Rail Runner Express is an investment in our future and it will be around for a long time to come.

Opportunity or Challenge

Strategy

Casting Call

Target Audience

• Adults (particularly parents) who do not already ride the New Mexico Rail Runner Express.

Television

30 - Second TV Spot 60 - Second TV Spot

Outdoor Ads Billboard at I-25/I-40 junction in Albuquerque, NM

Billboard in Belen, NM

Print Ads Kirtland Air Force Base Newspaper Albuquerque The Magazine

Various Ads

Albuquerque Journal Ad

Xpress Magazine Cover (Onboard passenger publication)

Downtown ABQ Poster Movie Theatre

Ads

These banner ads were placed on the front page of several local newspapers frequently during the campaign.

Results Results • 22% increase in ridership

• 94.7% are happy the Rail

Runner is providing service