A new train service in b.c. is trying to recapture the golden age of train travel by appealing to travelers’ nostalgic sensibilities.
The campaign for the new Pacific Starlight Dinner Train encourages consumers to travel back in time, conjuring up an era when Fred Astaire and Ginger Rogers were at their peak of popularity, and dining cars were ‘swank.’
The nine train cars, operated by B.C. Rail, start running June 6. Their art deco-inspired interiors have names like Moonglow, Twilight, Indigo, Savoy and Stardust.
Trains travel along a scenic three-hour route from North Vancouver to Porteau Cove, a provincial park on Howe Sound, while passengers enjoy gourmet food and jazzy dinner music. Once at Porteau Cove, passengers can leave the train to snap photos before the return trip to Vancouver.
Created by Vancouver agency Wasserman & Partners Advertising, the creative consists of radio spots, which break June 2, and print ads that began running last month.
Drawing heavily on the appeal of the past, one of the radio spots says: ‘It’s coming. And the closer it gets, the further back you go. Back when Burns and Allen teamed upŠAmelia Earhart flew soloŠand big bands were in the air….’
Support for mass media advertising includes participation at trade conferences as well as advertising in more targeted trade and tourist publications.
Cathy Thomson, director of passenger services for B.C. Rail, says interest in the train has come from a wide audience, from people in their mid-20s booking for a special occasion, to people 50-plus. She says B.C. Rail wants to position the Starlight Dinner Train as one of the hottest dining venues in the Vancouver area.
Running seven nights a week, with a cost of $69 per person for regular seating or $84 for ‘dome’ seating three of the cars feature overhead windows that allow a panoramic view the train can be booked for special events like Valentine’s Day, Mother’s Day, Christmas parties and New Year’s Eve.
According to Thomson, the train has already pre-booked over $100,000 worth of sales.
