Tread Creative Mallory Bielecki Nichole McKinnon Halley Powers Stephen Kaltenbach
Tread Creative Client: SunRail The Problem: The public transportation systems around the country, specifically Florida, are lacking ways to get people from point A to point B in a stress-free, quick way. The state needs an easily available, accessible, and affordable transportation system near every city located in Florida. The Big Picture: SunRail is a convenient public transportation system that runs throughout the state of Florida every 30 minutes. These locomotives make stops in cities around the state located within a 30-mile radius from one another. The locomotives are very safe, comfortable, and clean. SunRail is hoping to help people develop more of an interest in the system by targeting young adults and offering a reasonable way of transportation. Target Audience: SunRail’s primary target audience is both men and women ranging from ages 18 to 28. They are young adults, either attending college or are just starting their careers. They have on the go lifestyles and are quite busy with school or work. They have lower incomes, as well as a strict or low budget. These people are often very stressed and are looking for a way to easily escape for the weekend, or even for a day, to break away from it all and have a good time. They are looking for a hassle free commute while saving money. They are seeking a way to conveniently get from Point A to Point B without worrying about the time, traffic, or price of gasoline. Top Competitors: SunRail’s main competitor is the national railroad corporation called Amtrak that operates around the country. It contains 21,000 route miles in 46 different states, it operates more than 300 trains daily, and it has stops in more than 500 destinations. The prices for Amtrak can be a little higher depending on the distance or the time of purchase. There are also local Florida based trains such as Tri-Rail, Central Florida Rail, and Orlando Monorail. These trains only operate within the large cities such as Tampa or Orlando. Main Message: Convenience
Print Ads
RIDE YOUR IMPULSE DONT MISS OUT ON THE BEST NIGHT OF YOUR LIFE. TAKE THE SUNRAIL. #FUNRAIL
www.sunrail.com
RIDE YOUR IMPULSE DONT MISS OUT ON THE BEST NIGHT OF YOUR LIFE. TAKE THE SUNRAIL. #FUNRAIL
www.sunrail.com
RIDE YOUR IMPULSE DONT MISS OUT ON THE BEST NIGHT OF YOUR LIFE. TAKE THE SUNRAIL. #FUNRAIL
www.sunrail.com
Social Media
Take the E line train and check out some live music and interesting people at The Elbow this Thursday! #funrail
Get down with Miami Horror at the Mezzanine next Saturday at 9. The B line train will be at the Miami station right on time! #funrail
Can’t wait i love the Mezzanine!
Hell yeah! ill be at the sunrail station fosho!
SUNRAIL
Ride your impulse and take the Sunrail to your next adventure! Post your most insane picture or video and #funrail to win a prize!
#FUNRAIL
Application
rewards/passes
Welcome aboard the
Welcome aboard the
ride your impulse
ride your impulse
SunRail
SunRail
daily pass
monthly PASS
date issued: 12/12/13 expiration: 12/13/13
date issued: 12/12/13 expiration: 1/12/14
Welcome aboard the
Welcome aboard the
ride your impulse
ride your impulse
SunRail
SunRail
1 year PASS
weekly pass
date issued: 12/12/13 expiration: 12/12/14
date issued: 12/12/13 expiration: 12/19/13
Welcome aboard the
SunRail ride your impulse
frequent traveler
reward card
card number: 154-642-6650 slide this card everytime you travel via sunrail and your points will be added KEEP TRACK OF YOUR POINTS: visit www.sunrail.com and put in your card number to claim your traveling points more traveling points = more rewards
Interactive
this train is departing to jacksonville departure time is 2:15 PM estimated time of arrival is 3:20 PM
how may we help you today?
train times destinations ticket prices promotions current location purchase ticket
Welcome aboard the
SunRail ride your impulse tuesday 12.10.2013
11:23 AM
this train is departing to jacksonville departure time is 2:15 PM estimated time of arrival is 3:20 PM
how may we help you today?
train times destinations ticket prices promotions current location purchase ticket
Welcome aboard the
SunRail ride your impulse tuesday 12.10.2013
11:23 AM
Welcome aboard the
this train is departing to jacksonville departure time is 2:15 PM estimated time of arrival is 3:20 PM
SunRail ride your impulse
train times Select Date
select time of day traveling from traveling to
tuesday 12.10.2013
tuesday december 10, 2012 afternoon
11:23 AM
tampa, fl
jacksonville, fl
here are your matches: depart
arrive
duration
12:15PM
1:00 PM
45 min
1:00Pm
1:45 Pm
47 min
1:45pm
2:30 pm
35 min
2:15PM
3:00 PM
42 min
2:45PM
3:15 PM
38 min
3:30PM
2:15 PM
45 min
4:00Pm
4:45 Pm
49 min
this train is departing to jacksonville departure time is 2:15 PM estimated time of arrival is 3:20 PM
how may we help you today?
train times destinations ticket prices promotions current location purchase ticket
Welcome aboard the
SunRail ride your impulse tuesday 12.10.2013
11:23 AM
Welcome aboard the
this train is departing to jacksonville departure time is 2:15 PM estimated time of arrival is 3:20 PM
SunRail ride your impulse
destinations Sunrail train stations are located in these florida cities:
central fl
southern fl
northern fl
daytona beach deltona kissimmee lakeland orlando sarasota st. petersburg tampa winter haven vero beach
cape coral delray ft. lauderdale ft. myers key largo key west miami naples okeechoboo port charlotte west palm beach
gainesville jacksonville ocala palatka palm coast panama city penascola tallahassee
tuesday 12.10.2013
11:23 AM
this train is departing to jacksonville departure time is 2:15 PM estimated time of arrival is 3:20 PM
how may we help you today?
train times destinations ticket prices promotions current location purchase ticket
Welcome aboard the
SunRail ride your impulse tuesday 12.10.2013
11:23 AM
this train is departing to jacksonville departure time is 2:15 PM estimated time of arrival is 3:20 PM
how may we help you today?
train times destinations ticket prices promotions current location purchase ticket
Welcome aboard the
SunRail ride your impulse tuesday 12.10.2013
11:23 AM
this train is departing to jacksonville departure time is 2:15 PM estimated time of arrival is 3:20 PM
Welcome aboard the
promotions sunrail promotions for the month of december:
SunRail ride your impulse tuesday 12.10.2013
11:23 AM
christmas traveling special:
purchase one ticket and get one free december 22 - december 26
christmas traveling special:
helf price tickets christmas eve and christmas day december 24 - december 25
half price travel to the following cities: ocala, key west, sarasota, penascola december 1 - december 15
this train is departing to jacksonville departure time is 2:15 PM estimated time of arrival is 3:20 PM
how may we help you today?
train times destinations ticket prices promotions current location purchase ticket
Welcome aboard the
SunRail ride your impulse
tuesday 12.10.2013
11:23 AM
Welcome aboard the
this train is departing to jacksonville departure time is 2:15 PM estimated time of arrival is 3:20 PM
SunRail ride your impulse
current location jacksonville
destination city departing city current location
total distance: 210 miles miles traveled: 120 remaining miles: 90 est. duration: 45 minutes
tampa
tuesday 12.10.2013
11:23 AM
this train is departing to jacksonville departure time is 2:15 PM estimated time of arrival is 3:20 PM
how may we help you today?
train times destinations ticket prices promotions current location purchase ticket
Welcome aboard the
SunRail ride your impulse tuesday 12.10.2013
11:23 AM
this train is departing to jacksonville departure time is 2:15 PM estimated time of arrival is 3:20 PM
purchase ticket Select Date
tuesday december 10, 2012
select time of day traveling from traveling to
afternoon
tampa, fl
jacksonville, fl
you have selected this date and time: friday, december 13, 2013 4:45 PM
buy ticket
Welcome aboard the
SunRail ride your impulse tuesday 12.10.2013
11:23 AM
current location
Welcome aboard the
SunRail ride your impulse
jacksonville
tuesday 12.10.2013
destination city departing city current location sunrail stops
total distance: 210 miles miles traveled: 120 remaining miles: 90 est. duration: 45 minutes est. arrival time is 3:47PM
tampa
11:23 AM
Design Rationale The public transportation systems around the country, specifically Florida, are lacking ways to get people from point A to point B in a stress-free, quick way. The state needs an easily available, accessible, and affordable transportation system near every city located in Florida. SunRail is the new solution for this problem. SunRail is hoping to help people develop more of an interest in the system by targeting young adults and offering a reasonable way of transportation. Young adults are always on the go and are always making last minute decisions when it comes to traveling- such as going to games, concerts, parties, etd. This campaign will make it easy for them to do so. To draw in this specific audience, this campaign was designed with a clean, colorful, and attractive look and feel. Sunrail will be introducing a new logo, color theme, typeface. This new campaign will also allow the user to involve themselves with the different types of social and interactive media. Symbolism: The complete SunRail logo itself is an effective representation of a Florida railroad system. The top half of the circle represents sunny Florida with the word “Sun” placed inside. The bottom half signifies a railroad track with the word “Rail” placed inside. The arrow that runs through the center of the circle is meant to tell the audience that SunRail will always take you in the right direction. The campaign as a whole symbolizes how it is quick convenient to ride the SunRail, as it is to understand the logo. The campaign as a whole, especially the advertisements, will give off a fun and young feel to accompany the target audience. The tagline, ‘Ride Your Impulse” was chosen because the demographic consists of these young adults who will make impulse, spur of the moment decisions, which his what can be done if you ride the SunRail. Style, Color, and Typography This retro, clean look is meant to directly and quickly capture the attention of the viewer from any distance. The typeface that was chosen was Bebas. This type was chosen because it is easy to read and it is very clean. It also contrasts well with the graphics and photos used in the advertisements.. The colors orange, grey, and white were chosen for the logo to represent the sunshine state. The colors also mend very well together and they contrast with the dark great background that was chosen for majority of the media. The logo colors, however, may switch depending on the color of the background for advertisements (switching the orange yellow or the white for black). White type was chosen because it is much easier to read than black text on the grey background. These colors will stay cohesive throughout all mediums of the campaign so it is continuously identifiable amongst the target audience. Relationship: SunRail is aiming to draw in a young adult-aged audience. In order for relationships to build between the audiences themselves and the company, the campaign has to be relatable to those individuals on a personal level. This campaign will benefit these people by offering them lower prices and convenience with an easy click of a button. The interactive signs and the iPhone app will make it easy for the audience to purchase their ticket no matter where they are. Usually young adults stress over traveling, directions, missing their train, etc., so this campaign is meant to help them get to where they need to go without the added stress. Once they realize how this SunRail campaign can help make their traveling simple, the relationship will build with the company itself.
Main Message: If this campaign could be summed up with one word, it would be convenience. Yes, the visuals are clean and appealing, but the whole idea behind it is to help make the user’s lives a little easier. The target audience can now make these impulse decisions quickly and simply while riding the SunRail.