Amtrak Virginia

While the Virginia Department of Rail and Public Transportation had specific ridership goals to achieve on the new passenger rail service, there was little to distinguish these two trains from other Amtrak service available in the Commonwealth except that the service originated in Virginia.  Pulsar recommended that DRPT take “ownership” of all passenger rail travel across the Commonwealth under the umbrella brand – Amtrak Virginia. Within the first year of a launch campaign, both trains were self-sufficient and passenger rail travel across the entire state was up as well.

Results: The new Lynchburg service in the first year of operation more than doubled the Commonwealth’s ridership goal, and raised $7.5 million in ticket revenue – tripling its revenue goal of $2.5 million. The Lynchburg train remains among the best performing state-supported train in Amtrak’s system. Increased tourism dollars spent in each of the corridors by 2.5% with lodging occupancy up by 5% in cities on the corridors. Increased the number of college students enrolling in Student Advantage by 12% (1,145 more members). Grew Facebook following to over 10,000 in two years.

Campaign: OOH, Direct Mail, Sponsorships (Picasso Exhibit in Richmond), Print, Digital, Social, Collateral, Community outreach (University partnerships), PR/Media.