“Just Take the Train” launches as ridership nears pre-pandemic levels

October 2, 2024 (BOSTON, MA) – In partnership with the MBTA, Keolis Commuter Services, the T’s operating partner for the Commuter Rail, has launched a new marketing campaign designed to attract even more riders to the train. The new campaign, Just Take the Train, will remind drivers of the benefits of taking the Commuter Rail: no traffic, less stress, productive time on board, and room for the whole family.

The campaign launches as ridership has reached over 90% of pre-pandemic levels, with more than 500,000 people taking the train on average per week.

As we continue to deliver safe, reliable and more frequent service, we see a strong return of ridership on commuter rail. As we launch the 'Just Take the Train' campaign, we are excited to introduce others to the convenience and benefits of mass transportation for everyone that lives near our stations and the adjoining communities,” said Phil Eng, General Manager of the MBTA. “With traffic conditions that exist today, now is the perfect time to leave the car behind and give us a try. Together with Keolis, we’re dedicated to making public transit the choice of travel public transit. Sit back, relax, read a book, and leave the driving to us. Just take the train!”

“We are excited to launch this campaign to remind residents how easy it is to leave their cars at home and take the Commuter Rail,” said Abdellah Chajai, General Manager and CEO of Keolis Commuter Services. “As ridership approaches pre-pandemic levels, Keolis and the MBTA are ready to let even more people know how enjoyable and convenient it is to just take the train.”

With Boston seeing some of the worst traffic in the country, the marketing campaign will remind residents that the Commuter Rail can save them time, money, and stress. On average, more than 90% of Commuter Rail trips arrive on time each day. It's also accessible with 12 lines serving 170 cities and towns seven days a week. It offers all day service with later night trains, parking at stations, $10 unlimited weekend passes, Flex Pass, and kids 11-and-under riding for free.

The Commuter Rail will be bringing this message to life through the experiences of a daily commuter, a family of leisure travelers, and friends just looking to get out of the city and to the beach using social media, broadcast, streaming video and audio, print, direct mail, radio, out-of-home, and digital display.

Riders can learn more about how to Just Take the Train and get inspiration for their next adventure on the Commuter Rail at the redesigned Mass by Train website: MBTA.com/massbytrain. The site features trip itineraries and showcases things to do near Commuter Rail stations.

Keolis Commuter Services has marked its tenth year operating and maintaining the Massachusetts Bay Transportation Authority’s commuter rail system, the fifth largest commuter rail operation in North America. KCS is a subsidiary of Keolis North America (KNA), both headquartered in Boston, and employs approximately 2,400 people throughout the region. KCS and KNA are part of Keolis Group, an innovative global leader in transit services with more than a century of passenger transportation experience and operations in 13 countries.

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