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Pacific Surfliner Case Study: Midweek Travel
Pacific Surfliner offers a unique travel experience. They’re a popular way to go up and down the coast. But they were only popular on the weekends. Our task was to entice not only continued weekend travel, but also weekday travel.
Pacific Surfliner offers a unique combination of comfort, amenities and access to the stunning California coastline, combined with the romance of train travel. Consumers want, and are willing to pay for, that experience. To maximize our messaging, we created two campaigns that worked with each other to increase boardings. “Hug the Coast” built general awareness, while “Daycation” encouraged people to take a midweek trip by reminding them that a refreshed mind is a more productive mind.
The coast will hug you back.
The coast is like that.
Maybe it’s the stunning landscapes.
The Big Blue Pacific.
Maybe it’s the rhythm of the rails as
you outrun yesterday. Last week.
Like meditation with your eyes
wide open.
Sit back in that comfy seat of yours
and take in the stunning California
coastline from San Diego to
San Luis Obispo and points between.
The sky hugs the sea, the sea hug
the land, the land hugs you.
See how this all works?
Book your adventure on our
Amtrak® Pacific Surfliner® today.
We’ll save a seat for you.
We developed the “Daycation” campaign encouraging people to take a midweek trip.
Station POS Material
Overall ridership increased, especially during targeted promotional times.
