All Aboard Florida introduces new brand for the future rail service

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USA: All Aboard Florida, developer of the only privately-owned and operated passenger rail service in the United States, has introduced Brightline, the express train travel service that will connect Orlando International Airport with the major cities of South and Central Florida along a 235-mile route.

At an event held on the construction site for MiamiCentral, the new downtown transportation hub and mixed-use urban development in the heart of Miami, the company revealed the new Brightline brand identity and previewed the innovative trains that are the centerpiece of the new service.

“With the introduction of Brightline, we set out to reinvent what traveling by train can mean in America, making it a forward-leaning solution that is a smarter alternative to more cars on crowded roads,” said Michael Reininger, president of All Aboard Florida. “Brightline is built to be an intuitive transportation option aligned with the emerging preferences of our customers for mass transit solutions and keyed to providing access to the primary destinations of Florida’s residents and visitors alike. With the extraordinary design expertise of Rockwell Group, we’ve blended train travel and hospitality, creating a new and innovative travel experience focused on providing customer service that extends well beyond the trains and stations.”

In developing the brand and product offering, the company tapped award-winning architect David Rockwell and his firm Rockwell Group.

“We’re thrilled to be working with All Aboard Florida on the creation of Brightline,” said David Rockwell, founder and president of Rockwell Group. “The project provided us with a wonderful and rare opportunity to combine deep ethnographic research with our extensive hospitality experience to re-envision train travel.”

The express inter-city Brightline trains are being built in California by Siemens and will each be adorned in a spectrum of five distinct colors: BrightRed, BrightOrange, BrightGreen, BrightBlue and BrightPink, led by BrightYellow locomotives. “Typically, trains have been one color, either gray or silver, and tend to blend into the background,” added Reininger. “As our trains pull into the stations, their colorful entry will be another way that Brightline takes the gray out of travel.”


Making the journey in three hours – faster than by car and comparable to total air-travel time, Brightline will make frequent departures and provide an alternative to Florida’s crowded highways and airports. Brightline will ease that congestion, as well as present amenities such as convenient booking options, roomy and reserved onboard seating, free Wifi, on-board and in-station food and beverage selections and easy local transit connections.

As part of the launch, the company also introduced its consumer website: along with specific social media sites including Facebook and Twitter.


Travel agents and wholesalers will benefit from the ability to provide their customers with customised Brightline promotions and travel packages. “Brightline gives travel partners a smart solution for a multitude of travellers’ needs,” said Julie Edwards, Brightline’s chief marketing officer. “We encourage travel partners both in the U.S. and around the world to work with us well in advance of launch to ensure that they are taking full advantage of this incredible new travel alternative, seamlessly connecting major destinations within Florida.”

Construction has begun on all three stations. The Orlando station will be located adjacent to the Orlando International Airport, where, when completed, will place train travellers steps away from air and local transit connections.