On November 9, 2015, All Aboard Florida introduced the world to Brightline, the brand identity of our forward-thinking train service. The day-long event began with a press conference in the morning at the future location of our MiamiCentral station, the new downtown transportation hub and mixed-use urban development in the heart of Miami. It ended…
Brightline Launch Connects Florida
November 19, 2015
We wanted to throw a launch event for the same reason we created the Brightline train line in the first place. Let’s bring together the people, places and experiences that make Florida so exciting and vibrant, and show them our optimistic point of view about getting around Florida. We think it’s safe to say after the event – mission accomplished.
On November 9, 2015, nearly 400 guests from all over the state joined us at the Perez Art Museum in Miami to celebrate this exciting new travel experience and meet the hard-working Brightline team bringing the service to life. Throughout the night, guests learned more about the benefits of Brightline travel, sampled delicious Florida cuisine, and were delighted with the fun surprises we had in store.
Miami Heat player, Udonis Haslem, commented, “This is huge for the city of Miami and makes commuting a lot easier. It’s growing, Miami’s growing and I’m all about Miami.”
Guests entered the Perez Art Museum’s lush topiary wall and were greeted with drinks, a beautiful light display and Miami-mainstay DJ Irie setting the musical mood. After mixing and mingling, the show began. A stunning video previewing the Brightline trains themselves and the promise and perks of traveling by train was projected out onto the bay on a giant 3D water screen.
“It’s amazing and well overdue. The fact that it is coming now is so exciting!” said Miami’s own, DJ Irie. “I have a little man and he wants to go to Legoland every couple of months and I’m always running into traffic. I will be one of the very first customers on Brightline.”
Just as the video ended, guests turned around to see that the entire room had transitioned from white to Brightline yellow… and bright green, bright pink, bright orange, bright blue and bright red. At the same time, four food and beverage stations came to life, each representing one of the four cities that Brightline connects. Each station had its unique display, encapsulating the uniqueness of the four stops on the Brightline route – Miami, Fort Lauderdale, West Palm Beach and Orlando. In Miami, guests experienced a traditional Cuban pig roast, representing the city’s rich Cuban traditions. And in Fort Lauderdale, everyone enjoyed a stunning display of Florida’s famous fish and seafood. Guests were treated to a performance from Lumina, the laser violinist, who bathed the museum’s walls with sound and light.
The evening was a fun cap to a busy day, as we unveiled its new branding and shared updates on the project at a press conference held at MiamiCentral, our future mixed-use development and transportation hub. Brightline President P. Michael Reininger spoke to the media about Brightline’s plans to seamlessly connect four Florida cities with a three-hour, stress-free travel experience. Even though Brightline’s official launch is in 2017, the celebration showed that excitement amongst Floridians is already at a fever pitch.
Julie Edwards, Chief Marketing Officer for Brightline commented, “Everyone is excited about Brightline as a new alternative way to get out of traffic and congestion and actually travel within the state of Florida in a more pleasurable way. Brightline will deliver a great travel experience.”
On To The Next Stop...
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