The Blue Ridge Scenic Railway is a charming passenger railway located in the mountains of North Georgia. Think small town America with a historical take on adventure. The attraction has always been a fan favorite due to its unique offering and location but this historic railroad was in dire need of an updated appearance and a digital advertising strategy.
As a North Georgia staple, the Blue Ridge Scenic Railway was able to sell tickets in spite of its dated presence. However, to truly take their brand to the next level and increase sales, the BRSR team needed to update their online strategy and brand.
The existing website was cluttered with information and the path to purchase was cumbersome, causing an increase in customer calls and potentially lost sales. Outside of aesthetics, the real problem of the website was the fact that it was incapable of driving organic traffic through SEO.
The existing website lacked a lot of things, but the two major concerns were the absence of an SEO strategy and an exhaustive customer pathway to purchase. A redeveloped website, brand refresh, and the addition of a robust digital marketing strategy proved to be valuable; revenue growth was the goal, and that’s what we achieved.
A couple of things were very important to the decision makers at the BRSR:
Prove to executive management that the marketing efforts directly contributed to revenue growth.
Provide professional marketing guidance with a great deal of autonomy.
Old Logo: No Logo Variants, Not Scalable, Dated Design
New Logo: Horizontal Lockup, Classic Design, Scalable
New Seal: Minimalist Style for Simplified Printing
Abbreviated Logo: Simple Mark for Small Scale Uses
Old Website: Non-Responsive Dated Design
New Website: Fully Responsive SEO Optimized Design
Every design element was custom made to maintain brand cohesion.
The infusion of Fable Heart Media’s creative and strategic planning has proven to be a revenue growth driver for the Blue Ridge Scenic Railway. This increase is not only affecting the Blue Ridge Scenic Railway’s native state of Georgia. Surrounding states Florida, Alabama, Tennessee, and North Carolina are all posting improved visitor traffic at a near or above 50 percent clip.
These visitors are not only learning about the Blue Ridge Scenic Railway – they’re converting. Check out the Stats to get deeper insight as to the impact Fable Heart Media has made on the growth of the Blue Ridge Scenic Railway.