Sensis developed a proprietary Rider Projection Model (RPM) built on 5 years of marketing data and two research studies that were the foundation for Metrolink’s first-ever system-wide marketing campaign. Through our research and strategic planning, we have driven quantifiable increases in ridership and helped Metrolink better understand how to communicate with potential riders.
Sensis developed a multichannel advertising campaign targeting high-potential new riders along the seven Metrolink lines. The promotion included two free round-trip tickets for riders to bring a friend and experience a stress-free commute on Metrolink. The year-long advertising campaign aimed to present Metrolink as a stress-free alternative to commuting through various channels- OOH, Radio, Print, Direct Mail, Digital, Paid Social and Paid Search.
In addition to free trial ride offers, additional promotions varied by line, so each creative version was uniquely tailored to include messaging specific to the offer and geography. To receive the offer, users were asked to complete a short form on a Line-Specific landing page. The form captured user data via CRM, and Metrolink was able to issue unique promo codes, track data, and measure ROI as it related to each tactic.
The Line-Specific campaign helped Metrolink achieve its highest annual ridership in the history of the agency with over 11MM people boarding, an increase of 247,000 over the prior year. Sensis is proud to have played a pivotal role in Metrolink’s most successful year to date.