Metra in Chicago is the nation’s second busiest commuter rail service. As Metra’s advertising agency of record, we planned, created, and implemented several different ridership campaigns that helped the service experience 24 consecutive months of increases after a few stagnant years prior to our contract. One of those campaigns was “Summer Fun” where we targeted leisure riders to ride the train to their sunny, outdoor activities rather than deal with Chicago traffic. The campaign won Metra its first ever American Advertising Federation ADDY Awards and was successful in building ridership during off-peak hours.