BNSF Railway

We built communications products and campaigns to support the development of a multi-billion dollar, first-of-its-kind rail facility in Southern California. This included educational paid media, advocate engagement campaigns, a website, and an email program.

We helped promote the project’s benefits, which include job creation, boosting the California economy, reducing traffic, and leveraging the environmental advantages of its location. Consequently, we garnered strong support from community members and elected officials across the state.

Shining a light on the importance of staying safe around freight rail, our team developed an engaging and informative campaign aimed at encouraging pedestrians and drivers to stay off the tracks and remain vigilant when crossing. To deliver key campaign messaging, we created a microsite, animated videos, social media assets, radio, and display advertising.

BNSF effectively demonstrated its values and commitment to the communities in which it operates – reaching a wide range of people across multiple touchpoints to encourage safe behavior near tracks.

While BNSF was building a second rail bridge of Lake Pend Oreille in North Idaho, we crafted a multi-year, multi-dimensional campaign to communicate the project’s benefits to local residents and elected officials. Our work included creating a website, advertising campaigns, an email program, and supporting community outreach events.

Through consistent, layered communications, we provided the public with ongoing construction updates, amplified the project benefits, alleviated concerns, and reminded community members and elected officials of the value freight rail brings to the region. The second track was completed in 2023, with the community and elected leaders squarely behind the project.

Our team directs strategy, content development, and execution for multi-region public affairs and project-based email newsletters. We showcase a range of stories, tailored to each newsletter’s unique region and audience interest group, to help shape the industry and company narrative. 

The program has grown subscriber lists significantly and expanded the company’s reach to important audiences such as elected leaders, regulators, and the engaged public. Stories feature impactful messaging that highlights the company’s core communications pillars, such as its commitment to safety, environmental initiatives, and its role in the economic vitality of the communities it serves.