ORLANDO, Fla. — A lot of companies could take lessons on promotions from the people at Brightline.
Last month, the company built a promotion around a poll showing that 59% of Floridians would prefer to find an alligator in their pool than get stuck in traffic on a family trip. In response, it offered 40% off Smart (regular coach) fares … with the promo code “Gator.”
But that pales in comparison to the promotional bang the company is getting from its latest special event: Taylor Swift Sing-Along Trains from Orlando to the omnipresent entertainer’s upcoming series of Eras Tour shows at Hard Rock Stadium in Miami.
The announcement today (July 9), in conjunction with iHeart Radio, carefully avoids using Swift’s full name — no doubt to avoid potential legal issues — in announcing “an immersive Tay-keover train” for “Tay-lovers” to “The Big Concert” Oct. 18, 19, and 20. Trains will feature themed décor, DJs from Orlando radio stations, and offer photo ops and “curated bites and beverages” to Aventura, where shuttles will take them to the stadium.
But local media is not having a hard time putting two and two together, and coming up with a load of free publicity. The Miami Herald; FOX TV stations in Orlando, Tampa Bay, and Gainesville; and the NBC affiliate in Orlando are among those who have already posted articles on the trains.
“The Sing-Along Train is a fan’s dream come true, transporting guests through musical eras as they travel to The Big Concert,” Travis Christ, Brightline’s chief commercial officer, said in the press release. “This is more than a ride – it’s a first-of-its-kind immersive experience. Welcome to the Brightline era.”
For the Swifties in the audience, the details: Two trains will run from Orlando each day, departing at 12:50 p.m. and 1:50 p.m., with tickets at $209 for Smart and $309 for Premium seats one way. There will also be late-night return trains, departing at 12:30 a.m. and 1:30 a.m. More information and a link to booking are available here.
The company is also promoting conventional (non-sing-along) service to and from the concerts.
No word if the company will next tie everything together with a promotion for people who are more afraid of Taylor Swift concerts than alligators or traffic.
After sharing this story in a railroading Discord server, I can confirm multiple people responded by saying they’d take the gators over the Swifties.
Thinking outside of the box creates revenue and long time passengers.
“Christ” help us!
It’s great to see Brightline thinking creatively and being successful! They’re a unique blueprint that can hopefully continue to be replicated. I would love a service like theirs in Texas on the I-35 corridor, sing-along cars or not.
Hopefully there will be a Silent Car.
If not, try Tom Petty (R.I.P.) he was a Floridian. Or Ray Charles, also R.I.P. also from Florida.
They must have gotten a good deal on saw dust. (Often used to sop up vomit).