Tri-Rail's Our Price is Right Social Media Campaign

Target Audience: Tri-Rail's "Our Price is Right" social media campaign targeted South Florida residents between the ages of 18 and 55 on Facebook, Twitter and Instagram.

Strategy Objective:The strategy of Tri-Rail's "Our Price is Right" social media campaign was to use social media platforms to highlight low-cost train fares to and from a variety of station locations including airports. This social media campaign incorporated a series of video vignettes to articulate the value of riding Tri-Rail. A Barbados vacation sweepstakes was included as part of the airport specific component of this multimedia campaign.

Situation Challenge: There is an ongoing need to promote Tri-Rail service as a beneficial mode of transportation for commuters. At the same time, the introduction of a new competitor transit line necessitated the need to highlight Tri-Rail's low-cost train fares from various station locations across the tri-county region.

Results Impact: - 678,050 impressions via Facebook and Instagram ads, with 316,248 users reached - 1,981 reactions and 272 comments to Facebook ads - 8,635 Instagram video ad views - 11,413 link clicks to the campaign landing page from Facebook and Instagram Ads - More than 1,700 people registered for the vacation sweepstakes - Ridership from the same period last year increased by 1%

Why Submit: This entry is deserving of an AdWheel Award because it demonstrates how to effectively reach and engage a large segment of the target market. The campaign successfully communicated the actual low-cost A-to-B fares that Tri-Rail offers, which differentiated Tri-Rail from a new local competitor. It also promoted its direct service to as many as 18 convenient train stations including South Florida's three major airports -- a selling point and competitive advantage over the new competitor. The campaign engaged the consumers by offering a vacation giveaway incentive, resulting in more than 1,700 valid entries, which increased the email marketing database.