Advance Media New York has been providing a complete suite of agency marketing services, as agency of record for the Hiawatha line since spring 2021. We built a comprehensive digital-first but not digital-only marketing plan. Audience targets segment by geography (primarily the Milwaukee and Chicago markets), as well as trip purpose: business, leisure, visiting friends and relatives, and students. Initial creative included significant health and safety messaging as well as convenience and destinations of interest. We partner with the Discover MKE convention and visitor’s bureau.
Advance Media New York developed a strategy to help increase ridership while working our way out of the pandemic in 2021. Our focus was the Hiawatha line that runs between Milwaukee and Chicago. Our team helped create a strategy and employed our award-winning creative team to develop video for YouTube, social media, billboards and instory video along with digital display ads promoting the ease and comfort of taking the train, avoiding heavy traffic on route 94 and getting to either city safely. We worked directly with Visit Milwaukee in developing content that we delivered to travel intenders in Chicago as sponsored content.
A second focus is college students. AMNY adopted a mobile centric approach, tapping into our hyper local mobile targeting capabilities to cultivate an audience of college students at colleges along the Hiawatha line route including the Amtrak Thruway I-41 Bus Service. Custom creative was developed by the AMNY creative team that featured selling points including the student discount, independence, WiFi access, homework workspace and more. This coupled with a social media campaign produced large increases in exposure and engagements with this audience.