The Mercury Messenger
October 2008 Case Study:

Trainfest

Challenge
Trainfest, America’s largest operating model railroad show, was seeking professional direction after years of solely in-house marketing. On the heels of a series of frustrating turnouts over a number of years, Trainfest’s administrators needed to grow event attendance without alienating the core enthusiasts that have faithfully supported the event. Mercury was responsible for launching a promotional campaign and solidifying an event identity that would raise awareness of Trainfest’s vibrant presence while generating enthusiasm for an evolving future.

Strategy
To boost appeal among all demographics, Mercury refocused Trainfest's identity beyond the original patron base and capitalized on the qualities that have always made it unique among its peers. Unlike other model train shows, Trainfest is open to the public and features child-friendly activities in addition to vendors. Mercury recognized that train enthusiasts need little persuasion to attend and tactics were implemented to attract children and families.

Mercury advocated the repositioning of Trainfest as a fun, family-friendly festival buzzing with energy and brimming with enthusiasts ready to share the passion they have cultivated for decades. Creative centered on battling musty misperceptions of the hobby and depicting the festival as an interactive and fun activity sure to fascinate children. Direct mail pieces offering discounted or free admission targeted local adults ages 25-49 (the demographic most likely to have children in the 2-13 age bracket) and colorful billboards extended messaging near local family activities. Small ads were placed in train publications to ensure continued awareness among hobbyists. Trainfest procured special arrangements with local hotels to encourage out of town visitors. Additional family-focused information was added to a redesigned Web site.

Results
Most notably, Trainfest has enjoyed record attendance over the past two years, steadily increasing even while other local festivals are shutting down from a decline. Administration and loyal attendees express enthusiasm for the new brand identity, reinvigorating the festival. The trainfest.com Web site has taken on a life of its own (receiving substantial hits even in the off season) and has incorporated an educational aspect, encouraging repeat visits and attendance.