Intro
Brightline
High-speed campaigns for Florida's brightest.
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.
We designed our campaign strategy around these customer engagement research insights, which impacted every area of our involvement from photo and video shoots to influencer campaigns to daily community management of their channels.
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.
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.
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