The CSX Santa Train has been a beloved holiday tradition in Appalachian communities for more than 75 years, but the COVID-19 pandemic threatened to stop this cherished event in its tracks. MP&F was engaged to reimagine the Santa Train, allowing CSX to continue spreading holiday cheer throughout the region without the usual crowds.

MP&F developed a plan to move gift distribution from the traditional train to a socially distant drive-thru format and designed signage to make the pickup process safe and smooth. The team then communicated event changes and safety measures to local communities through media outreach and a social media campaign. This included video appearances by Santa and past celebrity guests to keep the magic of the day alive.

In addition to a successful event, MP&F’s efforts grew the CSX Santa Train’s social media accounts by more than 900 new followers. Media relations efforts resulted in more than 30 local media placements.