How do you inspire an entire community to rethink how they travel?
Since 1992, Metrolink has provided an essential commuter train system for Southern California, with 72 lines of service that span more than 500 miles of the state. But despite its long history in public transportation, Metrolink has not seen significant ridership growth over the course of its service. While awareness of Metrolink’s brand and services both deserve a much-needed boost, Metrolink’s biggest competition is the automobile.
Execution
To get people to travel by train, a larger shift in thinking is required—specifically, a fundamental change in not only the average Southern Californian’s commuting behavior into taking public transit, but also how we communicate those benefits for the greater good of our environment. Anyone™ worked with Metrolink to brand various initiatives, from creating multi-lingual landing pages, printed collateral, branded promotional items, video production, print and digital ad campaigns, and cross-collaborations with other organizations.
Earth Day 2019
Anyone™ created a compelling campaign for Earth Day 2019 that would showcase the offering of free rides, in addition to the Metrolink brand, in a modern, thoughtful, and engaging manner. The goal was to increase ridership and show existing riders that the brand was connected and dedicated to the communities it served. Since public transportation is also an inherently eco-friendly option, Anyone™ created messaging that showcased the many ways Metrolink helps the planet. That messaging, combined with captivating imagery, captured the attention of thousands of riders while also showing support for the environment. As a result, Anyone™ was able to “eco-charge” Metrolink and increase ridership by over 70% on a single day.
48%
Increase compared to FY19 Average Weekday Ridership
4 Million
Consumers reached via ABC 7 Eyewitness News, Good Day LA, Telemundo, CBS, KFI-AM, Los Angeles Times & more
SCORE Initiative
Metrolink’s Southern California Optimized Rail Expansion, or SCORE, is an ambitious capital improvement program that will accelerate progress towards Metrolink’s zero-emissions future, and is projected to complete in time for the 2028 Olympic and Paralympic Games. To communicate this big idea and garner funding and support from stakeholders across Metrolink’s five serviced counties, Anyone™ created an explainer video that combined live-action and animation. The video outlines the economic and environmental benefits that SCORE will bring to the region, and assets from the video were used to educate the public of the initiative as well.
$1.5 Billion
Secured for Metrolink’s SCORE initiative
Train to Plane
As part of the I-5 traffic mitigation initiative by the state of California, Metrolink was provided with funds to reduce congestion by encouraging commuters to take the train along the Antelope Valley and Ventura County train lines, since parts of both routes ran parallel to the I-5. This launched the collaboration between Metrolink and Hollywood Burbank Airport, as the Airport is serviced by two stations from the aforementioned lines.
Anyone™ created a multi-faceted campaign for both Metrolink and the Airport to enlighten travelers about how easy riding ‘train to plane’ can be and presenting them with an alternative to driving. Starting with a unique landing page that provides travelers with easy-to-find information including train schedules, the Airport’s complimentary shuttle service, and resources to make it faster and more convenient to travel to and from the Airport. The initiative reminds travelers how connected they can be when they choose Metrolink versus traveling by car.
