Account Manager, Strategist, Photographer
Finding the tracks to success.
Attracting attention 40 miles from the nearest Interstate Highway.
Pedal to the metal.
Joy Rails approached Paradux Media Group with a logistical problem: how can we attract business while operating over 40 miles from the nearest interstate highway?
After acquiring a previously-existing rail biking company near the Oregon Coast, the newly minted Joy Rails sought local expertise and a business strategy that connects them with outdoor enthusiasts outside of their area.
Paradux responded to the problem with a marketing plan including in-person events, event photography/videography, social media execution, and traditional media buying to make a splash locally and digitally.
Media Day.
After client approval of the plan, we immediately started planning a media day and inviting prominent voices from across the state to join us for a day on the rails.
We invited the following, each with their own audience aligning with our clients priorities:
Local newspapers and magazines
Members of the chamber of commerce
PNW social media influencers
Our efforts paid off in June, as we were delighted to host a gathering of over 20 participants. This included representatives from Eugene Magazine, the Statesman Journal, the Bay Area Chamber of Commerce, and a prominent influencer family journeying along the West Coast.
Keeping momentum.
After capturing vivid photography and videography from the media day, Paradux presented a social strategy built around three objectives:
Ticket Sales
Highlight "must-see" experiences, activities, and nature on the Oregon Coast.
Show the unique joy experienced on a railbike adventure with Joy Rails.
Across all the platforms, we targeted individuals and families who recharge their batteries on the weekends by being out in nature. Their social media is likely already filled with outdoor content like dreamy waterfalls and foggy forest hikes. By posting must-see experiences, we can take advantage of a great asset: the Oregon Coast.
We posted three times a week:
One regular post centered around Joy Rails
One regular post centered around experiences on the Coast
One reel showing the action of rail biking
The client wanted to keep social costs low, so we created boosted posts for an extra push at their direction throughout the season.
Excluding the paid advertising, we averaged a reach of about 30,000 per month on Facebook and 10,000 per month on Instagram.
Rolling along.
The Results.
During Joy Rails 2024 operating season, we saw a 30% increase in ticket sales.
Our combined reach through Facebook and Instagram grew from 60,000 in the 2023 season to 300,000 in the 2024 season.
We increased the link clicks by 50%.
Photography: Riley Valle (Photo of Thor’s Well courtesy of Adobe Stock)
Video: Kurt DeWitt
Paradux Media Group