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Fast track to a comeback

CLIENT
Brightline
Brand  Story & Brand Positioning
Visual Identity
User Research & Interviews
CREATIVE TECHNOLOGY
Experience Design
Brand  Story & Brand Positioning
Visual Identity
User Research & Interviews
CREATIVE TECHNOLOGY
Experience Design
Brand  Story & Brand Positioning
Visual Identity
User Research & Interviews
CREATIVE TECHNOLOGY
Experience Design
Brand  Story & Brand Positioning
Visual Identity
User Research & Interviews
CREATIVE TECHNOLOGY
Experience Design
Brand  Story & Brand Positioning
Visual Identity
User Research & Interviews
CREATIVE TECHNOLOGY
Experience Design
Brand  Story & Brand Positioning
Visual Identity
User Research & Interviews
CREATIVE TECHNOLOGY
Experience Design
Image of Brightline Train traveling though Miami

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
Image of the Brightline vehicle wraps for the Brightline Plus digital transformation programImage of a Brightline take a free ride campaign coupon used in a stadium activation
Image of transit out of home posters for the Brightline trains take a free ride campaign
Image of a Brightline Billboard for a brand opening campaign

Impact

Our work has grown to include branding and message optimization as we continue to expand our partnership to fulfill the expanding needs of this high-speed train. The back-to-business effort overdelivered against impressions, clicks and visit goals

1.2m+

visitors during Q4’21

13%

average ridership increase since 2019

1,750%

increase in social impressions

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.

Image of T-shirt give away promotion for Brightline re-launch campaign

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

Top Left: Miami Heat in-game activation
Bottom left: Design system style guide
Above: Promotional car wraps

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
Image of a massive out of home overpass banner for a grand opening campaign
Collage of Brightline Trains performance marketing campaigns in online advertisingImage of Brightline Trains online advertising

Impact

We’re proud to be an extension of the Brightline team in helping drive amazing progress:

+78%

rides YoY

+ 72%

online ticket purchases over H2 2022

OVERALL IMPACT IN SOCIAL MEDIA

389.8%

increase in total followers

1,400.2%

increase in impressions

972.7%

increase in engagements