How festive marketing fuels year-round bookings with the Steam Railroading Institute

“We keep the experience fresh and unique by offering new decorations and entertainment aboard the train each year as well as offering new ticket types to purchase.”

Camille Guillen
Event Manager

Bringing the magic of the North Pole to Michigan

Every winter, the Steam Railroading Institute in Owosso, Michigan brings holiday magic to life aboard its legendary North Pole Express. The historic steam locomotive, Pere Marquette 1225, famously inspired the animated film The Polar Express.

Since launching the event, the Institute has grown it into a beloved family tradition that attracts visitors from across the United States — and even overseas. For 2025, the team set out to build on that success. By combining FareHarbor’s tools with early, themed marketing, they wanted to spark interest sooner and fill their trains faster.

The result: a holiday campaign that turned limited-time cheer into year-round success.

Driving early demand with countdowns and themed messaging

The Institute’s approach to holiday marketing started simple — with urgency and enthusiasm. Using WordPress, the team added countdown clocks and banners to their website to remind visitors that the season was approaching fast.

“WordPress makes it easy to add a countdown clock,” they said. “Visitors can feel the excitement growing, creating a sense of urgency.” – Camille Guillen

That strategy worked. Bookings for the 2025 North Pole Express started as early as January — nearly a year before the first November departure. By the same time in October, they had already sold 50% more November bookings than the previous year.

Creating a holiday experience that keeps guests coming back

From the moment tickets go on sale to the last train ride in December, every part of the Steam Railroading Institute’s experience reflects the magic of the holidays.

“We decorate our site, train cars, and welcome center extensively to mirror the excitement as the first departure date draws closer,” Camille explained.

Those consistent seasonal visuals don’t just spread holiday cheer — they convert. Guests return year after year, drawn by the familiar atmosphere and fresh decorations that make each season unique. Their tours have become an annual tradition for travelers and locals alike! 

This consistency helped drive a 30% increase in December 2025 bookings year over year, transforming holiday enthusiasm into long-term loyalty.

Bundled ticket options that make a big impact

To give guests more ways to enjoy the experience, the Institute introduced the Claus Club, a table-of-four ticket bundle designed for families and small groups. The package quickly became one of their top-performing ticket types, booked over 700 times by 1,000+ passengers. “Our Claus Club is a popular, family-style option,” Camille shared.

By packaging festive seating in a way that felt exclusive and easy to book, they created a high-demand product without adding operational complexity.

Building anticipation through visual storytelling

Beyond the website, the Institute brought their marketing to life through simple yet effective social media updates. Seasonal profile photos, countdown graphics, and themed posts built momentum while keeping the brand top of mind for followers throughout the year.

“Posting a simple graphic such as a countdown to an event or Christmas makes all the difference,” they said. “It helps visitors feel the excitement growing.”

These consistent touches across every channel keep guests engaged, boost social traffic, and help drive bookings even outside the holiday season.

Pro tip: Discover ways to promote your experiences and gift cards as the perfect gift during the holidays.

The results

Thanks to strategic, easy-to-implement updates, the Steam Railroading Institute not only sold out faster but built a foundation for long-term success. Guests are now planning earlier, booking faster, and returning year after year — proving that a thoughtful holiday campaign can fuel your business well into the future.

And as the Pere Marquette 1225 continues to roll down the tracks each holiday season, it remains more than just a locomotive — it’s a symbol of nostalgia, tradition, and the power of marketing magic done right.

Want to turn your next holiday season into year-round success?

Discover how FareHarbor’s tools can help you create campaigns that ignite interest, drive early bookings, and keep customers coming back. Request a demo today.