Bridging the awareness gap for international travelers.
The Cross Border Xpress (CBX) is a 390-foot enclosed pedestrian bridge that connects a passenger building in San Diego directly to the Tijuana International Airport. The first of its kind in the U.S., it means way faster and more affordable travel between the U.S. and Mexico. There was only one problem: it was still a relatively hidden gem among Southern California travelers. 340 press mentions (and more) later, that all changed.
Making Connection After Connection
62ABOVE launched an ongoing public relations campaign to raise awareness for CBX across Southern California. We developed unique programming and activations throughout the year, including supporting the three-year anniversary and celebrating the five-million-passenger milestone. We also hosted two separate FAM trips to allow top media targets to experience CBX first-hand and secured interviews featuring CBX executive team members. All this helped reinforce CBX’s brand strategy and further grow its reputation as a trusted innovator in the travel industry.
Taking flight.
- 343 total proactive press mentions of CBX (including Travel + Leisure, CNN Travel and Business Insider).
- Excellent regional exposure (as seen in publications like San Diego Union-Tribune, San Diego Magazine, San Diego Business Journal, LA Daily News, Orange County Register, ABC 10 News, and more).
- Met or exceeded all quarterly program KPIs (10+ regional placements, at least 1-2 local media visits, and an average of 5 broadcast segments and 2-3 national placements per quarter).
- Nearly 3 million transits in 2019
- 56% increase in traffic from 2020 to 2021 (and just 7% below pre-pandemic numbers)
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