South Shore Line

The South Shore Line has been a household name in the Chicago area for over a hundred years. They operate daily train service between Millennium Station in downtown Chicago and the South Bend International Airport in South Bend, Indiana. Once in Chicago, a rider can easily find transportation to any part of the city.

Despite this incredible legacy, South Shore Line had declining ridership due to increased competition and other market conditions outside of their control. Group 7even created a strategic marketing plan that would serve as the foundation for all the marketing efforts to follow, rolled up their sleeves and got to work.


South Shore Line's new tagline embodies everything that the train is — a doorway to possibilities.

This 30 second spot was used mostly within the Indiana market and features some of the possibilities the train offers.

Left: A multi-use popup banner system. Right: An ad encouraging people to make the most of their summer with South Shore Line.

South Shore Line's updated website offers a sleeker, more user-friendly interface design.

The Rider is a monthly events calendar that keeps subscribers up-to-date on events in Chicago and keeps South Shore Line top-of-mind as a way to get there.

South Shore Line's timetable brochure is a useful reference for riders.