Local US tourist board Visit Ventura partnered with US rail giant Amtrak and the X Games on a joint late June/Early July marketing program focusing on sustainable travel and revolving around a giant train wrap to promote taking the train to X Games California 2023.
First-time partners X Games and Amtrak spearheaded the ecology-minded collaboration which seeks to take individual polluting cars off Southern California’s traffic-choked roads to take fans by rail to the three-day alternative sports extravaganza taking place between 16 and 23 July at the Ventura County Fairgrounds.
The campaign’s anchor medium was a huge two carriage wrap on one of Amtrak’s ‘Pacific Surfliner’ trains which run between the Central Coast and San Diego.
The wrap features action-packed X-Games images of athletes participation in the summer competition. Including some of the biggest names due to compete such as British teen Olympic medal winning skateboarder Sky Brown, American professional skateboarder Nyjah Huston, multiple medal winning BMX street rider Garrett Reynolds and Brazilian street skateboarder and Olympic silver medallist Rayssa Leal.
The physical, on-transport wrap is amplified by social media content running across all involved party’s social platforms led by an online video titled ‘X Games 2023 Pacific Surfliner Train Wrap’ which dropped on 29 June.
The accompanying copy urges viewers to get ‘All aboard’, to ‘Travel Green and take the train – it’s 46% more efficient than car travel’ and states’ You can be part of the solution and help the environment’.
The executions also reminds viewers that the station is next to the X Games entrance and encourages people to ‘snap a picture of it as it passes through Southern California, Ventura, and Central California’.
The campaign also promotes a twin Games entry and travel offer.
Amtrak’s bespoke ‘X Games Travel Offer’ based around a 15% discount for those taking the Pacific Surfliner to see the action in Ventura, while the X-Games offers a 15% discount on single and multi-day general admission tickets for those with train tickets using the code AMTRAK15 at online checkout.
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A multiple incentive collaboration which includes economic and ecology incentives to take the train to the event.
The 2023 X-Games will feature more than 150 athletes compete in skateboard, BMX, and Moto X competitions, which will be preceded by a series of engaging, entertainment pre-Games events held across Southern California (including San Diego and Los Angeles) which will include surprise musical guests, athlete appearances and an interactive festival to welcome fans back.
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