Tri-Rail's Shoestring "Winter Wonderland" Event

Target Audience: Tri-Rail's "Winter Wonderland" event targeted leisure riders living in South Florida, specifically families that would benefit from the commuter rail system's low-cost fares and easy connectivity to destinations in the region.

Strategy Objective:The objective of Tri-Rail's inaugural "Winter Wonderland" was to entice more leisure riders to get onboard the train by promoting Tri-Rail as a convenient and affordable transit option to travel: - Invite South Florida residents to ride Tri-Rail to a free day of holiday themed family fun at the Miami International Airport Station, with costumed characters on select trains - Host a festive holiday celebration at the Miami International Airport train station with holiday carolers, winter crafts, cookie decorating, a snow playground, face painting, bounce houses, food trucks and live entertainment.

Situation Challenge: There is an ongoing need to increase weekend ridership and raise awareness of Tri-Rail's $5 flat rate, all-day train service on weekends and holidays.

Results Impact: - Tri-Rail carried 7,297 passengers on the day of Winter Wonderland - 200,000+ impressions via email marketing (MunchkinFun, South Florida Parenting, Broward Family Life) - 2,000 families reached with post cards - More than 32,325 impressions via Facebook Ads - More than 300 event attendees - More than 1,400 Facebook Event page responses, with a reach of 44,300 people - This event was successfully executed with just a $15,000 budget.

Why Submit: This entry is deserving of an AdWheel Award because it successfully reached the intended audience, while operating under a very limited budget. It positioned Tri-Rail as a viable resource to get people where they want to go plus created a loyal audience of future commuter and leisure travelers.