BRINGING HIGH-SPEED CAMPAIGNS TO THE BRIGHTEST BRAND IN FLORIDA.
BRINGING HIGH-SPEED CAMPAIGNS TO THE BRIGHTEST BRAND IN FLORIDA.
A New Way to Travel
Brightline is the newest luxury train in America, servicing Miami to Orlando and growing. Their biggest challenge: convincing the state to try traveling by rail when they’ve spent their entire lives making that trip by road. The best way of normalizing a new way of travel, and any hope of conjuring images other than an Amtrak train, was through consistent social media impressions and promotions.
Creating an Influencer NEtwork
After only a month of development, 321 was able to enhance Brightline’s network of nano, micro, and mega influencers in time to herald the grand opening of the Orlando Station. We used these strategic partnerships to show Central and Southern Florida communities the experience and ease they can expect with a Brightline trip. This resulted in 29.3M impressions (148.6% increase) and 2.5M engagements (XXX% increase).
Building A TikTok Following
Big Wins with mini-Campaigns
12 Million people live near a Brightline station, but most have never been to one. So while our three large scale campaigns in partnership with the Brightline marketing team in 2024 were successful in introducing the new Orlando Station to South and Central regions of Florida, the real wins were in the consistent social content and promotions. In 2024, we published 150+ content pieces under our Reasons 2 Ride pillar. This included mini campaigns around cultural events like Taylor Swift’s sing-a-long train for concert travelers, and our Bright Escapes series which highlights local hotspots and businesses near train stations. These mini-campaigns garnered 4M impressions and 92K engagements, but more importantly provided a consistent, multi-faceted extension of the Brightline experience.
Challenge
To foster rapid growth for a well-known but young brand in a highly competitive industry by reaching, honing, and resonating with multiple target audiences.
Solution
A comprehensive approach to evolving their marketing across platforms and touch points, including community and reputation management, and building an influencer network—all while fully integrating with Brightline's internal marketing team.
Let’s Transform Your social Together
In this complimentary consultation, we’ll dive into your challenges, explore tailored solutions, and outline clear next steps for partnering. And our commitment is simple: no matter the outcome, you’ll walk away with actionable insights and strategies to elevate your brand and drive results.