National Railroad Passenger Corp., better known as Amtrak, has selected McMurry/TMG as the exclusive marketer for various transit advertising assets, including posters, transparencies and LED
advertising displays on Amtrak trains and in Acela Club Lounges on the Northeast Corridor, the railroad announced Thursday.
The contract gives McMurry/TMG, which already publishes
Amtrak’s in-train Arrive
magazine, the exclusive right to sell advertising on Amtrak properties, including all in-station and on-train assets featured on the Acela Express, Northeast
Regional, Keystone and Empire lines, as well as posters at Acela Club Lounges inside Washington’s Union Station, New York’s Penn Station, Philadelphia’s 30th Street Station and
Boston’s South Station.
As part of the partnership, McMurry/TMG is combining all these advertising assets to create a new “Amtrak Media Network,” enabling
advertisers to execute integrated print, digital and out-of-home campaigns.
Amtrak carried 31.6 million passengers in the fiscal year 2013, up 1.3% from 31.2 million in 2012 and 31.7%
from 24 million in 2003. The 2013 figure is a record for the railroad, which operates as a public corporation mandated by the federal government with a number of state-supported affiliates.
Passengers who ride Amtrak’s high-speed Acela service form a particularly desirable audience from an advertising standpoint. The average household income of Acela passengers is
$147,000, according to the 2010 Acela Ridership Profile, with 92% college graduates and 83% reporting a household income of over $100,000.
Over half the Acela passengers fall in the
35-54 age range, skewing 70% male and 30% female. Nine out of 10 passengers travel on Acela for business, with 69% identifying themselves as corporate executives, CEOs, business owners or managers, or
high-level professional, technical, sales and marketing occupations.