Adobe Premiere Pro
Art direction for Capitol Corridor Joint Powers Authority media and brand campaigns from 2017-2021.
Capitol Corridor is a convenient high-speed, inter-city Amtrak train network serving commuters and recreational riders from the Sacramento Valley to San Jose, providing rider-friendly, convenient and affordable transportation.
:MINT and Capitol Corridor have partnered through many campaigns, and a recent refresh allowed us to explore a fun new way to speak to its commuters. Through static and animated cartoon characters, we tell riders unique stories of train travel and what it means to them.
With a strategy of developing customized campaigns for each target market in the Bay Area using digital media, digital out-of-home, and radio, the 2019 media campaign resulted in a 55% increase in online revenue, 15% increase in overall website traffic, and 45.7 million delivered impressions.
During the height of the COVID-19 pandemic in 2020, as ridership went down, we took the opportunity to develop a positive, colorful brand awareness campaign and applied it to Capitol Corridor's evergreen brochure and out-of-home media. We also continued with messaging using the cartoon characters to let riders know about enhanced health and safety protocols.
Developed at Creative:MINT in collaboration with media strategists at EXL Media.