BNSF Railway

Bolstering reputation and innovation at America’s largest freight rail company

True Blue builds communications programs to support BNSF Railway, which drives America’s economy by operating a network of 32,500 miles in 28 states and three Canadian provinces. Our public affairs initiatives aid BNSF in its mission of connecting consumers with the global marketplace today, as it has for more than 170 years.

We help bolster the company’s reputation and assist in navigating a complex regulatory framework through social listening, media tracking, digital advocacy programs, cross-channel media campaigns, email programs, and more.

Barstow International Gateway

 

What we did

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.

Impact

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.

2M+
Ad impressions
5k+
Email
subscribers
 
Full page ad
Landing page
Infograhic
BNSF banners

Track Safety Campaign

 

What we did

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.

Impact

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.

14M+
Ad impressions
2M+
Video views
33k+
Website visitors
 
Social toolkit

Sandpoint Junction Connector Project

 

What we did

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.

Impact

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.

500k+
Ad impressions
23k+
Website visitors
 
Campaign Lock-up
Landing page
Digital
Print
Print

National Email Newsletter Program

 

What we did

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. 

Impact

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.

100k+
Subscribers
90+
Unique emails
per year
 
BNSF email program
6
AAPC Pollie Awards
4
Campaigns & Elections
Reed Award