Metrolink Campaign to Promote Ridership for the LA County Fair Special Service

Target Audience: Metrolink reached out to current and potential Metrolink riders as well as internal and external stakeholders and the media.

Strategy Objective:The objective of this special service was to help passengers avoid stress from driving and parking, while also taking cars off the road by getting them to ride the train. Metrolink wanted to increase revenue and ridership over the prior year by getting appropriate messaging out and utilizing new marketing tactics. We offered a $10 weekend day pass on Labor Day, which was the opening weekend of the fair, and initiated a ticket giveaway campaign over the four weeks of service to the fair. Metrolink received advertisement space on the LACF website and on the Fairplex digital billboard. Additionally, Metrolink promoted the event via web banners, newsletter articles, emails, paid Facebook ads, organic Facebook, Twitter and Instagram posts, conductor announcements, and station messages.

Situation Challenge: Metrolink helped passengers avoid the stress of parking and dealing with traffic to get to one of the most anticipated events of the year while taking advantage of special deals and promotions to increase overall ridership and awareness about the brand and public transportation as a whole.

Results Impact: Metrolink ridership for 2018 came in at 4,117, which was up 38% from 2017 ridership. Special train 391X, which is funded by Metro, had a 106% increase in ridership from 2017.

Why Submit: The LA County Fair Campaign is an excellent example of a successful marketing program at a minimal cost to the agency. The campaign was an effective approach to reach the general public interested in attending the LA County Fair and get them to utilize Metrolink as their means of transportation for a stress-free, enjoyable commute to the fair ' making it an all-around pleasant experience for everyone. Since taking advantage of the special trains and promotions associated with the LA County Fair trains, these participants will now be more comfortable taking Metrolink and other forms of public transportation for commuting or leisure travel.