Tri-Rail's Spring Training Partnership

Target Audience: This partnership targeted current Tri-Rail riders, South Florida baseball fans, families and Little League teams.

Strategy Objective:The objective of this effort was to boost weekend ridership and promote the agency's Commuter Connector service. Establishing a new partnership with the Ballpark of the Palm Beaches, the strategy was to promote a cost effective way to enjoy a day at the game (Spring Training weekend baseball games were with the Houston Astros and Washington Nationals for a two month period).

Situation Challenge: There is an ongoing goal to increase weekend ridership and raise awareness of Tri-Rail's Commuter Connector bus service from select stations. At the same time, the mission is to establish viable partnerships that can translate to new riders.

Results Impact: - 154,147 impressions via Facebook Ads with nearly 1,800 clicks to campaign landing page - 170,900 impressions via radio advertising (WQAM / WAXY), with an onboard personality riding to a game - First weekend activity with Tri-Rail Mascot Conductor George Green greeting thousands of ballpark guests - Nearly 250,000 impressions via digital web banners on sports pages and stadium ticket page - 34,280 views on the Spring Training landing page - 391 passengers rode the shuttle buses to the Ball Park - The campaign resulted in Tri-Rail's 6th highest Saturday ridership (March 3, 2018 - Week 2 of Spring Training) - Tri-Rail enjoyed value-added, bartered advertising which included on-screen stadium exposure reaching thousands of game attendees

Why Submit: This entry is deserving of an AdWheel Award because this creative partnership translated into increased ridership and exposure. Establishing a new solid partner was a feather in the cap for Tri-Rail as it remains committed to maximizing its rider potential and reach. The campaign resulted in Tri-Rail's 6th highest Saturday ridership (March 3, 2018 - Week 2 of Spring Training) with nearly 400 passengers riding the dedicated shuttle buses to the Ball Park.