Launching America's Newest High-Speed Rail

Role: Chief Creative Officer, GlueIQ
Scope: Brand campaign, digital, OLA, launch strategy

Brightline is America's only privately owned, operated, and maintained intercity passenger railroad — a genuinely new category in American transportation. The launch campaign had to do something difficult: make a skeptical American public believe that a new, premium rail experience was not only real, but worth choosing over the car.

We developed the launch campaign and communications strategy for Brightline's Florida corridor, creating a brand voice and visual language that positioned the experience as modern, effortless, and distinctly American — without the tired tropes of transit advertising.

Some Results:

• 1.2M+ visitors during Q4’21

• 13% average ridership increase since 2019

• 1,750% increase in social impressions