rolling out two campaigns highlighting the choice and benefits consumers have for travel
One effort promotes the national system, while the other focuses on the Northeast regional service. Draftfcb New York worked in conjunction with Amtrak to develop both campaigns.
The new campaigns feature the benefits and amenities of long-distance trains and the convenience of the northeast regional service," says Amtrak Chief of Marketing and Advertising Programs John Lee.
The national campaign includes radio, print, digital, mobile and out-of-home media elements.
It showcases the amenities offered by long-distance trains that offer a unique and comfortable alternative to automobile road trips. Headlines on print ads includes "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."
Creative focuses on the advantages of rail travel, such as private
sleeper service, panoramic windows, and wide seats with extra headroom and legroom. The sign-off for the ads is "Making 500 destinations a far better ride."
The separate effort for the Northeast region includes print, digital and mobile media.
It 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, theater performance, shopping mall, restaurant, and sports arena/basketball game.
Creative features 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."