TICKETS TO RIDE | Adweek
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TICKETS TO RIDE

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There may be no such thing as a free lunch, but when you lunch at South Florida Subway shops, you get a free ride.

"Come on and take a free ride" is the tagline used by Bitner.com of Fort Lauderdale, Fla., for Tri-Rail, the area's commuter train service.

Fast-food customers receive a scratch-off card that includes either a free round trip, a 12-ride ticket or a monthly pass valuedat $80.

"Subway is not advertising on our trains; we're advertising in their stores," said Michael Goodman, agency vice president who created the give-away promotion after hearing the old Edgar Winter song playing in his head.

The majority of the rail line's riders are commuters; the rest are tourists who use the train to get to and from the airport as well as area beaches, museums and racetracks.