California State Rail Plan 2007-08 to 2017-18

2007-08 – 2017-18 California State Rail Planemotional element reflecting train travel as a unique experience with price anddestination messages. This overall advertising concept will be modified whentailoring specific messages for each of the different target groups listed above.PUBLIC RELATIONS/OUTREACHThe public relations/outreach program is the grassroots part of the marketingprogram and is designed to work in conjunction with and support advertisingefforts. This allows for a customized, corridor-specific program to be constructedfrom an array of the following activities.Special Promotions - Promotions have the advantage of using a tailored messageto spotlight aspects of service of particular appeal to a corridor audience.Promotions will continue to include ticket giveaways in conjunction with mediabuys on local radio stations; arrangements with destinations that may includeovernight accommodations and tickets to a special event/theme park; and a varietyof cooperative efforts with well known promotional partners. These partnershipsoffer the chance for both parties to obtain exposure for their products whilesharing an audience and the cost of that exposure. Amtrak California partnershave included Holiday Inn, Sea World, Yosemite, Ringling Brothers Circus,Disneyland Resort, the Oakland Raiders, the Oakland A’s, California StateRailroad Museum, Six Flags Discovery Kingdom, and other organizations.Media Relations – This part of marketing includes press tours, the production ofpress kits for special events, media familiarization trips, and the production oftravel and rail-related articles for publication. These activities are coordinatedwith Amtrak, and the Department’s Public Affairs Office and district officeswhere appropriate.Printed Materials - Making Tracks, the Amtrak California quarterly newsletter, isproduced and distributed on-board trains, in station racks, posted on the internetand by mail statewide. Collateral pieces, such as flyers and coupons, are designedto highlight various aspects of the service and are produced on demand. Examplesof these are posters promoting San Joaquins and Pacific Surfliner trains,a brochure advertising special packages to Yosemite, rack cards for special eventsand destination guides for the San Joaquins and Pacific Surfliner routes.Special Events - State-sponsored rail facilities and services have grown, andceremonial events marking this growth have been staged under the public relationsbanner. Such events introduce potential Amtrak customers to the product, but theyalso generate important free publicity that may reach a different audience thanpaid advertising. The Department partners with Amtrak, chambers of commerceand other local agencies to organize these events.70