Draftfcb has launched its new “Take Off” multimedia ad campaign for client Amtrak. It is Draftfcb’s first campaign for the client since winning the
business last fall. Amtrak spends an estimated $20 million a year on ads, according to sources.
The “Take Off” campaign promotes the railway’s Acela Express service between Boston, New York and Washington, D.C. It features digital, print, out-of-home and TV.
The campaign focuses on perceived advantages of train travel versus air shuttle flights, with references such as “today’s trip is full of leg room,” and “please continue to use all electronic devices.”
Ads also point out benefits, such as conference tables and Wi-Fi -- and present a case that train travel is “hassle-free” compared to the effort of getting to the airport, through security and hoping your flight is not delayed.
According to the ads, Acela is also “eco-friendly."
“The new campaign reflects the enhanced amenities and services that Acela provides for its business travelers,” said Matt Hardison, Amtrak chief marketing and sales officer. “Whether you are working or relaxing, Acela offers the convenience and comfort that business travelers deserve and expect.”
Draftfcb won the Amtrak account last October after a review. The incumbent on the account was the Arlington, Va. office of Havas’ Arnold.
“For those travelers who have yet to enjoy staying connected and productive during their journey, this campaign will show them exactly why they should ‘Take Off’ on Acela,” stated Jeff Tarakajian, EVP, group management director at Draftfcb.
In fiscal year 2012, Amtrak generated more than $2 billion in ticket sales, while 3.4 million passengers rode Acela.