California State Rail Plan 2007-08 to 2017-18

Chapter IV – Marketing Programproduction and creative services, and media buys including the emerging onlinemarket.The Department formulates in conjunction with Amtrak a detailed plan for mediaexpenditures. The plan includes seasonal fare promotion campaigns that arecoordinated with Amtrak’s national campaigns and continues a successful strategyof targeting constituent groups with high likelihood of riding the train. Thesegroups have been identified through ongoing research conducted from within thetraveling public. Rider profiles help to guide the selection of media, the timesduring which it runs, and the appropriate message to motivate the target audienceto consider trying the train. Current research reveals the following ridercharacteristics:Pacific Surfliner passengers:• 44 percent have an annual income greater than $75,000.• 50 percent have a four-year or higher college degree.• The majority are middle-aged or younger (ages 18 to 49).• 74 percent travel primarily for pleasure.San Joaquin passengers:• 47 percent have a household annual income of $50,000.• The majority are middle-aged and younger (ages 18 to 49).• 74 percent travel primarily for pleasure.Primary targets that address the rider profile include the mature market, families,and Hispanic persons. Important secondary targets include business travelers, solotravelers, and college students. While the majority of riders are middle-aged oryounger, the large number of leisure travelers makes the mature audience (thosewho have the time and discretionary income) a viable market segment.Price promotions appeal to a broad range of potential travelers whether studentstraveling to visit friends, single business travelers, or families. All these groupswill be targeted with campaigns and media addressing their particular travel needs.For example, television advertising features single persons and families, thusappealing to a broad range of potential travelers. Limited term price promotionscan offer an inducement for couples to travel (Free Companion Fare offers), or forindividuals and families to travel (across the board fare reductions). On-linewebsite special offers (reduced fares for short periods) reach an ever-growingbroad market segment that shop on the web for travel offers and to book trips.The limited term nature of the rail travel promotions encourages potential riders tomake prompt travel arrangements.The Department’s advertising focuses on the virtues of train travel. This approachuses the “Travel Made Simple” concept for Amtrak California that combines an69