Fast track to a comeback
![Image of Brightline Train traveling though Miami](https://cdn.prod.website-files.com/63edc7962d142e44c506d1e0/649c7758cd465694fd97f650_work-brightline-hero.jpg)
Fast track to comeback
Brightline, a premium, high-speed rail service was well on its way to gaining real momentum as a way of life in South Florida. But the pandemic had different plans and operations had to be paused for more than a year and a half. They chose GlueIQ as their Agency of Record to relaunch in a world where many feared getting into tight spaces with strangers and questioned the cleanliness of public transportation.
We believed Brightline could be a beacon of optimism. So we set out to paint the town Brightline yellow.
To help drive consideration of group transportation in the post-pandemic world, we created a campaign that leaned on a familiar song to create confidence in unfamiliar times. Our C’mon and Take a Free Fide campaign successfully combined an offer with comfort in television, radio, digital, social, film and out of home activations that broke pre-pandemic ridership records well ahead of schedule.
![Image of Brightline Social post on a mobile phone](https://cdn.prod.website-files.com/63edc7962d142e44c506d1e0/649c774c0bca09c6575f66fe_work-brightline-intro.jpg)
![Image of the Brightline vehicle wraps for the Brightline Plus digital transformation program](https://cdn.prod.website-files.com/63edc7962d142e44c506d1e0/649c774de53d101ee245c606_work-brightline-wraps.jpg)
![Image of a Brightline take a free ride campaign coupon used in a stadium activation](https://cdn.prod.website-files.com/63edc7962d142e44c506d1e0/649c774cb1e737f991ac5df7_work-brightline-free-ride.jpg)
![Image of transit out of home posters for the Brightline trains take a free ride campaign](https://cdn.prod.website-files.com/63edc7962d142e44c506d1e0/649c774dcd465694fd97e866_work-brightline-signs.jpg)
![Image of a Brightline Billboard for a brand opening campaign](https://cdn.prod.website-files.com/63edc7962d142e44c506d1e0/649c774ce53d101ee245c59e_work-brightline-billboard.jpg)
![a yellow and white building with palm trees in front of it wrapped with a Brightline out of home ad](https://cdn.prod.website-files.com/63edc7962d142e44c506d1e0/65173026fc9a1f886cf117b6_IMG_0241%201.jpg)
![](https://cdn.prod.website-files.com/63edc7962d142e44c506d1e0/6684350d4e9413403d38e3e4_bl-1.jpg)
![](https://cdn.prod.website-files.com/63edc7962d142e44c506d1e0/6684350d5e228d3206c99ebb_bl2.jpg)
Impact
1.2m+
13%
1,750%
Fast track to new track
As Brightline worked to extend their much-anticipated service to include Orlando – one of the most traveled routes from South Florida to one of the world’s busiest vacation hubs – Glue IQ helped feed the anticipation, launch and vision of helping Brightline create a brigher way to get there. With strong, fresh campaign work driving excitement, anticipation and ticket pre-sales, Glue IQ continues to partner with Brightline to help commuters and vacationers reimagine the ride.
![two young girls sitting at a table in a Brightline Station](https://cdn.prod.website-files.com/63edc7962d142e44c506d1e0/65173025b6abfaa9fc0b31ce_H62A5665-1%201.jpg)
![a group of women standing next to each other in a Broghtline Station](https://cdn.prod.website-files.com/63edc7962d142e44c506d1e0/651730254c9874ea78e9a488_image%2030.jpg)
![a man and a woman are sitting in a Brightline Train](https://cdn.prod.website-files.com/63edc7962d142e44c506d1e0/65173025fdfdb214a7565bac_2_RESIDENT%20LEISURE_300x600%201.jpg)
![Image of T-shirt give away promotion for Brightline re-launch campaign](https://cdn.prod.website-files.com/63edc7962d142e44c506d1e0/649c774c7af20ed51faf7571_work-brightline-shirts.jpg)
To help drive consideration of group transportation in the post-pandemic world, we created a campaign that leaned on a familiar song to create confidence in unfamiliar times. Our C’mon and Take a Free Fide campaign offered riders a complementary seat in exchange for simply registering online or downloading the app.
The campaign included television, radio, digital, social, film and out of home activations and performed exceptionally well, breaking pre-pandemic ridership records well ahead of schedule. Since then, Brightline has continued to exceed pre-pandemic ridership numbers in current markets. In fact, ridership today has been up on average 13% since 2019. In social channels, we started a “Railblazer” micro-influencer program designed to spread word-of-mouth on the ground and online. We leaned into all of the amazing events and experiences that popped up in a more open South Florida, delivering fans to stadiums and explorers to museums. By 2022, net audience growth was up 405.9%, and impressions were up 1,750.2%.
![Example of a comprehensive brand toolkit GlueIQ developed for Brightline Trains](https://cdn.prod.website-files.com/63edc7962d142e44c506d1e0/649c774cff511fa3f3b2b8e1_work-brightline-brand-identity.jpg)
Top: Miami Heat in-game activation
Above: Promotional car wraps
Below: Design system style guide
Aventura, Florida station launch with billboards and station wrap.
![Image of a Brightline Billboard for a brand opening campaign](https://cdn.prod.website-files.com/63edc7962d142e44c506d1e0/649c774ce53d101ee245c59e_work-brightline-billboard.jpg)
![Image of a massive out of home overpass banner for a grand opening campaign](https://cdn.prod.website-files.com/63edc7962d142e44c506d1e0/649c774c3230615831e3d844_work-brightline-bridge.jpg)
![Collage of Brightline Trains performance marketing campaigns in online advertising](https://cdn.prod.website-files.com/63edc7962d142e44c506d1e0/649c774cc111360ad1a30cba_work-brightline-ads.jpg)
![Image of Brightline Trains online advertising](https://cdn.prod.website-files.com/63edc7962d142e44c506d1e0/649c774cff511fa3f3b2b89b_work-brightline-email.jpg)