• April 21, 2011

Amtrak has selected Olson's one-to-one specialty group Olsondenali as its agency of record for loyalty strategy, partnership marketing, analytics, creative strategy and execution, technology infrastructure and ongoing operations.

The agency has been working with Amtrak since the fourth quarter of 2010. The Amtrak loyalty program, Amtrak Guest Rewards, recently reached its 10^th anniversary and the company brought Olson on board to take the program to the next level, says Michael Blakey, senior director, loyalty marketing & CRM, Amtrak.

With Amtrak ridership on the rise and regularly setting new annual records, the national passenger railroad saw a strong need to amplify what it does for its customers, Blakey says.--Tanya Irwin