Increase ridership and educate Bostonians about destinations accessible by the commuter rail. The MBTA needed to shift perception from a commuter utility to an experiential gateway across New England.
We positioned the commuter rail as the easiest way to reach beaches, festivals, foliage, and other New England experiences without a car, turning transit into a lifestyle story.
Using The Boston Calendar's editorial reach and Joyraft's experience-first audience, we crafted destination-led content across social, email, and native ads — showing audiences exactly where the train could take them and making it feel aspirational, not utilitarian.
Insert results summary here — what changed, what the client said, any follow-on campaigns or long-term outcomes.