PERFORMANCE MARKETING

Keolis

Objective

Our task was to create Commuter Rail marketing campaigns across a variety of platforms that inform communities, grow awareness of service options, and increase ridership. All the while considering capacity constraints, service impacts, and the mission to operate a system for the Greater Boston area that serves everyone.

Instruments of Creativity

Copywriting

Social Media

Video

Out-of-home Marketing

Digital Campaigns

Web Development

Rider Recovery Outcome

With the help of KingFish+Partners as Keolis' AOR (Agency of Record), Commuter Rail ridership recovered by 96% of pre-pandemic levels as of Feburary 2024.

10%

RIDERSHIP RETURN
AS OF JANUARY 2020

80%

RIDERSHIP RETURN
AS OF APRIL 2023

96%

RIDERSHIP RETURN
AS OF FEBRUARY 2024

5th

BUSIEST RAIL SYSTEM IN THE NATION ACHIEVED 2023

001

Car-free = Carefree

Ditch the driving hassles and enjoy car-free, carefree travel with riding the Commuter Rail. This strategic 360 campaign included eye-catching web, social, billboards, posters, and digital signage in high-traffic areas ensuring maximum exposure and brand visibility.

002

Straight to
the Fun

Life is meant to be enjoyed, so let's make every moment count! This series highlighted the adventurous spirit of our beloved Boston area, inviting exploration and new discoveries. Whether it's bonding with friends, pursuing passions, or uncovering hidden gems, the Commuter Rail gets you straight to the fun.

003

Go Green with Purple

The "Go green with purple" campaign was designed to educate riders on the environmental impact made when they opt to ride the commuter rail instead of driving. The initial set of digital ads then scaled to out-of-home executions.

GOOGLE ANALYTICS 2023-2024

Key Results

Our digital campaigns included a broad mix of media including: Paid Search, Streaming Audio, OOH, Cable, and OTT Streaming.

40M

IMPRESSIONS

1.2M

CLICKS

10M

VIDEO VIEWS

3%

CTR

005

Navigating the (Digital) Rails

In conjunction with our digital campaigns directing traffic to the site, we also developed and upgraded the user experience on MassByTrain.com.

Improvements included custom landing pages, improved SEO, Google Analytics integration, banners, interactive content, downloadable resources, seasonal promotions, and more.

The results were outstanding - from 2023 to 2024 YOY (year-over-year) MassByTrain pageviews increased by a whopping 2,080%.