The New Mexico Rail Runner Express is the only commuter train system in the State and provides a unique opportunity to travel from Belen to Santa Fe making several stops along the way. The commercial highlights the enchanting beauty of New Mexico and the ease in taking the train to enjoy it. The rich culture is showcased by scenic images, including, but not limited to, the great outdoors (biking, hiking, skiing, yoga) and the Balloon Fiesta. The ethnic diversity of the state is captured throughout the commercial. Tourists visiting our market tend to do the same thing – take the train to Santa Fe, have lunch or dinner, visit the Santa Fe Plaza and some of the museums. Then there is the occasional rider who is attending an event, going to dinner, or takes the train for an appointment. Regular commuters are focused on getting to and from work on the train. The Rail Runner offers so much more – and it was important to show that in the commercial. There was a careful selection of the images so that they represented year-round activities for tourists and for regular passengers to enjoy a staycation right here in New Mexico by taking the train. As the tagline says: “Your experience begins the moment you step on the train.”

1. To encourage and educate tourists about places to go and activities to do taking the Rail Runner.

2. To remind people who live here what they have available with easy access by taking the train.

3. To maintain top of mind awareness of the Rail Runner.

At the height of the commercial airing, it reached over 77% of Adults 25-54. Feedback from the community indicated a greater awareness of the Rail Runner and the role it played as a form of mass transportation in this market

That led to putting the commercial on Facebook. In a two day period alone, the ad was played 9,325 times and reached 23,408 fans

Based on a Customer Satisfaction Survey, tourists increased by 16.5%; occasional riders went from 24% to 31.5% (31.25% increase)