The Blues Train

Website Design, Digital Marketing & Brand Strategy

About The Client

The Blues Train is truely Australia’s unique music experience and runs from Queenscliff station to Drysdale and back.

Combining a hearty meal, four of Australia’s best blues performers and a heritage train ride along the historic Bellarine Railway, The Blues Train is a one-night mini-festival and a progressive party you will never forget!

Established in 1994, over two hundred thousand happy revellers have rocked and rolled on the Blues Train on most Saturday nights between August and May each year.

The Client’s Problem

When The Blues Train approached us, they were facing several challenges that hindered their ability to connect with their audience and drive ticket sales effectively. Their website was outdated, lacking a user-friendly interface to showcase the experience.

In addition to their website, The Blues Train’s branding and marketing efforts were disjointed. Their visual identity across platforms lacked consistency, and their social media presence wasn’t as cohesive or impactful as it could be. Without a clear strategy, it was difficult for them to maintain strong engagement with their audience.

They also needed a reliable solution to promote upcoming shows through social media and email. This required not only consistency but also creative campaigns to highlight special events, boost ticket and merchandise sales, and market gift cards effectively.

Their team sought a partner who could streamline their digital presence, strengthen their brand identity, and manage promotional efforts with efficiency. By addressing these challenges, The Blues Train aimed to captivate their audience, enhance their customer experience, and ultimately drive more bookings and revenue.

The Propeld Solution

We partnered with The Blues Train to address their challenges and deliver a tailored solution.

First, we ran a branding workshop to define customer profiles and refine their brand messaging. From this, we refined their visual brand and developed a comprehensive style guide to ensure consistency across all platforms.

We then optimised their website for better user experience and conversions, making it easier for visitors to find information and book tickets. To enhance customer support, we integrated AI to handle website enquiries.

Our team managed ongoing social media promotions, creating consistent engagement.

Additionally, we developed and executed multiple campaigns throughout the year, leveraging social media, pay per click advertising and email to boost ticket sales, merchandise, and gift card purchases.