A one-of-a-kind experience deserves a one-of-a-kind strategy
Founded in 2013, Northern Central Railway is a local non-profit, educational attraction featuring a replica 1860s steam locomotive and vintage diesel locomotive. This unique, family-friendly railroad excursion takes passengers back in time through Southern Pennsylvania’s rolling hills.
NCR’s mission when partnering with Comcast Advertising was to expand its reach and attract new customers to create lasting memories and new traditions.
Identifying your perfect audience
After discussing NCR’s goals and ideal customer, we chose to reach the “Flourishing Families” audience segment. This segment is made up of affluent families or couples who live comfortable, family-centric lifestyles. Our team then used Comcast Advertising’s first‑party viewership data to uncover insights that would help NCR more accurately reach these families.
Data-driven geo-targeting to minimize waste
With a solid audience in place, it was time to identify the best geographic areas to target. NCR provided ZIP code data from past ticket sales to help our team uncover key areas to use in the campaign. This data was sorted and matched against Comcast Advertising coverage areas, which allowed us to recommend the zones that would best maximize NCR’s advertising budget.
Smarter campaigns deliver bigger results
By combining both audience and geographic targeting strategies, Northern Central Railway’s campaign had all the right parts to help broaden its reach and deliver results that make an impact. NCR reported an overall +31% increase in ticket sales from the previous year and continues to partner with Comcast Advertising to promote its iconic railway.