The summer campaign was designed to encourage ridership, especially to key summer destinations such as the beaches of San Clemente and historic spots such as Old Towne Orange and San Juan Capistrano. A summer sweepstakes encouraged engagement and social media ads promoted the Metrolink Weekends website that included over 40 trip ideas to stations from Los Angeles to Oceanside. Specific summer events were separately promoted with the campaign including the San Clemente Oceanfest, Music Festival, and the Orange International Street Fair.
Promoting summer ridership
San Clemente Oceanfest
The easiest way to travel to Oceanfest in San Clemente is to hop on Metrolink and get off at the pier station. Riders can avoid traffic and parking and just begin having fun the moment the train doors open. We combined special events such as this with our summer campaign. Marketing was primarily done with social media ads in the feed and reels.
San Clemente Music Festival
At the beginning of August, San Clemente blocks off downtown streets and holds a huge music festival complete with multiple stages along with food and crafts booths. We include this in our summer campaign marketing because taking Metrolink to the San Clemente Pier or North stations is the ideal way to avoid traffic and attend the event. The free San Clemente Trolley picks riders from both stations and takes them up the hill to Del Mar Street. We develop a series of animated social ads to generate interest and included a sweepstakes to increase engagement.
Orange International
Street Fair
Each September preceding Labor Day, the City of Orange hosts a huge block party filling the streets of Old Towne Orange with a huge selection of international foods and entertainment. Metrolink is the perfect way to attend and avoid all the traffic and parking issues. The station is within walking distance from all the food booths and music stages. We helped promote taking the train to these events included a ticket sweepstakes to enhance engagement efforts.