Tri-Rail's "Our Price is Right" Comprehensive Campaign

Target Audience: Tri-Rail's "Our Price is Right" campaign targeted current and future South Florida commuters, ages 18 and older.

Strategy Objective:The objective of Tri-Rail's Our Price is Right campaign was to highlight Tri-Rail's low cost fares and common routes. This multifaceted campaign was to position Tri-Rail as the affordable way to travel throughout the region for business, school and leisure. Also, the campaign was to highlight the commuter rail system's convenient access points including airport connections.

Situation Challenge: There is an ongoing goal to increase ridership while promoting the commuter rail system's competitive edge. With additional transit options available in the market, Tri-Rail needed to distinguish itself as a more cost effective option with 18 convenient train stations throughout the region.

Results Impact: - 10,607,697 viewers reached via television advertising - 1,254,832 impressions via online video web banners - 300,000 impressions via print ad - 7,122,711 impressions via billboard ads - 1,588,566 impressions via radio - 316,248 impressions via brand content on Facebook - 678,050 impressions via Facebook and Instagram Ads, with 316,248 users reached - 19,923 visits to the Our Price is Right campaign landing page - 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 successfully helped to distinguish Tri-Rail as a more cost effective way to travel throughout the region. It also educated the public about its many access points with as many as 18 train stations. This sustaining campaign reached millions of South Florida commuters which resulted in an increase in ridership over the same period as the year before. Using a multimedia approach, Tri-Rail clearly made its case that it pays to ride the train with low fares and convenient access to get people where they want to go.