Case Study:
Metrolink Weekends
Klein+Klein worked with OCTA to develop the Metrolink Weekends website. The goal was to offer site visitors with a treasure trove of ideas and travel itineraries for weekend escapes to over 40 destinations emanating from 14 stations between Los Angeles and Oceanside.
Creating “best of” ideas for 14 different stations
We started by creating trip ideas for every station such as LA Union Station. These included station overviews, fun things to do, day trips, and great places to eat. Live maps helped riders find the exact destination.
Social validation of day trips
Itineraries and day trip suggestions destinations were paired with Instagram posts to support and validate our recommendations and destinations.
Best destination listicles
Based on content developed for the day trip ideas we developed “best of” lists for shopping, dining, family friendly trips, enjoyable strolls, beach trips, arts and culture, and biking adventures. They offered themed options for interesting Metrolink destinations. Klein+Klein determined the destinations, mapped all cycling routes, and work with OCTA to continue to monitor for any changes.
Getting people to the website
Our “Opening Doors” campaign was designed to offer a memorable way to show how a Metrolink trip to a distant destination can open the doors to a different weekend adventure and add some fun into a day of exploring. The campaign was created to drive people to the Metrolinkweekend.com website to start planning a trip.
User experience flowchart
The “Opening Doors” social media campaign drove potential riders to the Metrolink Weekends website where they could enter a sweepstakes, take a destination quiz then explore day trips from 14 station locations on the Orange County Line and Inland Empire-Orange County Line.
