"Just Take the Train" Campaign

The MBTA Commuter Rail, operated by Keolis Commuter Services, is on a mission to attract new riders across the Greater Boston area – particularly young people, families, leisure travelers, and drivers frustrated by traffic. Focus groups indicated confusion around what the Commuter Rail could be used for and where it went, so for a Summer 2024 campaign, we needed a creative solution to dispel misconceptions, appeal to our audiences’ needs, and make them feel like the train is for everyone – not just commuters.

“Just Take the Train” is a campaign and call-to-action that invites people to explore a reliable, low-stress, cost-effective way to experience everything local communities have to offer: the Commuter Rail. Three spots use relatable stories so audiences see themselves and their pain points. “Driving Despair” shows a commuter driving to work; “City Escape” features friends escaping to the beach; and “Car Confinement” shows a family choosing weekend train travel over being trapped in traffic.