The CSX Santa Train is a cherished tradition that ushers in the holiday season for thousands of Appalachian families. Each year, Santa and a slew of helpers from CSX and partner organizations distribute more than 15 tons of toys, fresh fruit, warm clothing and gifts along a 110-mile route that spans Kentucky, Virginia and Tennessee.
MP&F has collaborated with CSX on the Santa Train for more than a decade. The strategic communications partnership has yielded thousands of media stories, an engaged social media audience, and successful partnerships with a number of special guests, including Amy Grant, Ricky Skaggs, Thompson Square, Kathy Mattea, Patty Loveless, The Judds, Darryl Worley and Alison Krauss.
2017 GOALS
Secure a celebrity guest to ride the train.
Secure national media coverage.
Grow social media following by 5 percent across all channels.
2017 RESULTS
Appalachia native and bluegrass legend Ricky Skaggs rode the Santa Train and performed in Kingsport, Tenn.
Our team secured national media coverage in Southern Living and Billboard.
The Santa Train social media following grew by 9 percent across all channels.
