California State Rail Plan 2005-06 to 2015-16

Chapter IV – Marketing Program
CHAPTER IV
MARKETING PROGRAM
This chapter describes the State’s intercity rail marketing program for the
Pacific Surfliner and San Joaquin Routes. The program includes advertising,
public relations/outreach, group travel, rail safety, and market research.
Following, the Capitol Corridor’s marketing program is described.
MARKETING PROGRAM GOALS
The Department’s goals for its Marketing Program are as follows:
• Establish a position for California train travel in consumers’ minds because
research shows most California travelers do not consider the rail option
when making travel decisions. Market rail travel as a fun, easy-to-use
option, relevant to travel needs - in short “Travel made simple.”
• Emphasize Amtrak’s everyday low fares and implement fare promotion
campaigns to increase price-sensitive ridership, as appropriate.
• Develop ridership in specific primary target markets, such as the “mature
market” (persons over 50), families, and Hispanic persons. Secondary
markets include business travelers and college students.
• Promote important recent improvements to the corridors including the
opening of new and renovated stations.
• Work with cities and other local agencies to market special events where
train travel can be a viable transportation option and coordinate with a wide
variety of local entities to promote use of the train.
• Promote new train and feeder bus services.
MARKETING BUDGET
The Department expends $5 million annually on intercity rail marketing. Amtrak
supplements the Department’s annual budget with an additional contribution for
media advertising, which in 2004-05 was $1.2 million. Amtrak contributed
$800,000 of this for the Pacific Surfliners, with $200,000 each going to the
San Joaquins and the Capitol Corridor. Amtrak plans similar California
advertising expenditures in 2005-06.
The marketing funds are divided between the three State-supported routes.
$4,826,800 ($3,826,200 in State funds and $1 million in Amtrak funds) is
expended on marketing for the San Joaquins and Pacific Surfliners. Typically,
media advertising receives about $3.8 million of this and the remainder,
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