AMTRAK LAUNCHES NEW ADVERTISING CAMPAIGNS
National system offers ultimate road trip;
Northeast Regional Service takes you to the heart of the action
WASHINGTON – With ridership at a record 31.6 million in fiscal year 2013, Amtrak is highlighting the choice and benefits consumers have for travel with two new advertising campaigns promoting the National system and Northeast Regional Service.
“The new campaigns offer us the opportunity to feature the benefits and amenities of long-distance trains and the convenience of our Northeast Regional Service,” said Amtrak Chief of Marketing and Advertising Programs John Lee. “From the heart of one big city to another or to destinations in hundreds of local communities across the country, Amtrak takes you where you want to go.”
The new Amtrak National advertising campaign showcases the amenities offered by long-distance trains that contribute to a unique and comfortable alternative to automobile road trips. With headlines such as “A better journey starts with a better ride,” “The art of travel redefined,” “Show the road who is boss” and “Take a whole new view of travel,” the new campaign promotes the advantages of rail travel vis-à-vis an automobile, such as private sleeper service, panoramic windows, and wide seats with extra headroom and legroom. The sign-off for these ads, “Making 500 destinations a far better ride,” speaks to the breadth and connectivity of the Amtrak network.
The National campaign includes radio, print, digital, mobile and out of home media elements. In fiscal year 2013, Amtrak long-distance routes combined had the best year in 20 years with 4.8 million passengers.
The new Northeast Regional advertising campaign promotes the action-oriented cities along the route and symbolically showcases the train arriving in the middle of the action. The ads visually depict the Amtrak train getting you to the action at a variety of events and attractions including an art gallery, music concert, theatre performance, shopping mall, restaurant, and sports arena/basketball game. They feature headlines highlighting a benefit of train travel such as a train at a basketball game with the headline “The only driving here should be to the basket,” and another ad with the train at a concert has the headline “Roll in ready to rock out.”
The Northeast Regional campaign is featured in print, digital and mobile media. Northeast Regional Service set a new ridership record with more than eight million riders in fiscal year 2013. Northeast Corridor passengers will experience more reliable and efficient service over the next two years as Amtrak puts in service 70 new advanced technology locomotives.
By promoting the benefits of intercity rail travel, both of these campaigns provide brand support for all Amtrak services nationwide and are also readily adaptable to promote a specific region’s markets and services.
Draftfcb New York worked in conjunction with Amtrak to develop the campaigns.