The Blues Train

Promotional Video

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

The Train had been running for a long time with very dated marketing material, which did not portray the current Blues Train experience and was not attracting the correct demographics.

They needed a way to make the experience appealing to an age range of late twenties to seventy year olds, even attracting families with adult children, making it an event to be enjoyed by multi generations. To achieve this the Train needed to appear as a fun and entertaining all inclusive evening that would appeal to all adults. 

The Blues Train has always had a steady stream of repeat customers, generally within the baby boomer generation and they needed to attract a younger ‘hipster’ audience who are interested in live music and unique experiences.

They needed a way to highlight the location, the food, the drinks, the music, the vibe and capture how the event operated within an easy to digest format, which need to be able to be shared on social media and on the businesses website.

The Propeld Solution

Propeld filmed and produced a video that captured the end to end experience of an evening on The Blues Train. 

We produced an engaging four minute video which tells the story of how visitors begin their journey on the Train, from the introduction from the owner, through to moving on to the bar, then enjoying a freshly cooked buffet style meal. We then take the user on to carriage number one where they enjoy their first of four bands throughout the evening. The guests then stop at Suma Park, where they stock up on drinks and change carriages to experience the next act. The train stops 2 more times, so passengers can experience all four carriages before they return back to Queenscliff.

At the end of the evening we captured live testimonials from the passengers to demonstrate how much everyone enjoyed the experience.

To make the content easier to share we produced a 30 second television commercial version of the video and six 15 second videos highlighting the different aspects of the evening, which were used as teaser snippets on facebook and instagram.

During the Covid 19 lockdown we used the videos in a Facebook advertising campaign  to encourage people to signup to the clients mailing list by showcasing how good the experience is and reminding past passengers what they are missing. This resulted in 2,000 email newsletter signups in 2 weeks, which greatly exceeded the client’s expectations.

What The Client Says

"Our business The Blues Train commissioned the team to put together some fresh video creative for our social media and other digital platforms including our website. We gave the guys a really specific brief of the people, the places, the faces and we really wanted them to highlight how much fun the experience is for everybody. They delivered exactly what we were looking for, something that was really believable and organic which is exactly what we wanted. Little did we know that we would end up launching the footage in March just as COVID-19 hit our country and our business. We’ve used the creative for a whole new set of marketing that none of us ever could have imagined. The product delivered by Digital Tourism Marketing has served us really really well and we thank them for their passion and commitment to our business."

Hugo Armstrong
Owner and Manager
The Blues Train

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