As one of the largest commuter rail systems in the United States, Metra also wanted their regular riders to know how easy it is for families to ride too. So we put together a summer campaign promoting Metra’s $8 Weekend Pass. We showed how riding the train is part of the full Chicago experience, and highlighted the emotions kids (and parents) will feel because Metra makes every part of the trip – magical.
The Challenge: Increase off-peak ridership by raising awareness of weekend deals while encouraging individuals and families to ride Metra into the city on weekends instead of driving
The Message: Riding Metra lets you spend more time together rather than stressing over parking and traffic
The Campaign: Radio, print, online, outdoor