Finding the track to success.
Account Manager, Strategist, Photographer
How can we attract business 40 miles from Interstate 5?
Pedal to the metal.
Joy Rails approached Paradux Media Group with a very real problem: how can we attract business while operating far from I-5 traffic ?
After taking the reigns by acquiring a previously-existing rail biking company, Joy Rails needed local expertise and a business strategy that transcends their geolocation.
Paradux responded to the situation with a plan including an in-person event, event photography/videography, and social media strategy.
Pushing off.
As soon as we met with Joy Rails, we immediately started planning a media day and inviting prominent voices to join us for a day on the rails.
We invited three types of content makers, each with their own audience:
Local newspapers and magazines
Members of the chamber of commerce
PNW social media influencers
Our efforts bore fruit 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