I joined up with the museum just before their annual Memorial Day weekend event and prior to this event, the museum's numbers were average. I decided to launch a advertising campaign for the event and imediately saw increased numbers. Building on the success of the Spring Steam Weekend, I set out to increase both revenue and ridership for the Autumn Steam Weekend.
The "Railroading Tips" campaign was launched as a way to common situations and how a train ride solves the issue. This campaign included print, web and radio. Here is a sampling of print ads that ran in many local and city newspapers including the San Jose Mercury News and Bay Area Parent. The campaign also included daily spots on four local radio station as well as traffic time give-a-ways. The campaign was a success with sold out trains and the highest numbers the museum had seen.