• by Larissa Faw , June 14, 2016

A new campaign for Amtrak's Hiawatha Service between Chicago and Milwaukee positions the train ride as part the experience of traveling to an event. “End of the line is just the beginning" is the tagline being used to reinforce the idea. 

Developed with agency Laughlin Constable, the campaign features imagery that shows how the Hiawatha Service is part of the destination experience -- specifically, how passengers can use the train to attend concert events Lollapalooza and Summerfest, Major League Baseball games, visits to museums and the Shedd Aquarium. The campaign also promotes late evening train service on Saturday nights that allows travelers more time to enjoy both cities, says Mat Lignel, CEO, Laughlin Constable.  

"We will be changing up the imagery often to coincide with various events, but the message is consistent: Hiawatha is a dependable, quick, comfortable, and economical option for travelers going between the Chicago and Milwaukee areas," says Lignel. 

While the creative is designed to illustrate how travel is part of the adventure, the campaign's execution is also meant to elevate trains over other forms of transportation. For example billboards have been purchased in areas well-known for traffic gridlock - one eastbound on I-94 in Milwaukee and the other on Chicago's westbound Edens Expressway. These signs proclaim "take bumper to bumper bypass amtrakhiawatha.com" over pictures of clear railroad tracks. 

Similar creative runs in local radio in both cities to emphasize traffic jams, accidents, and construction delays that are avoided by taking the train. Milwaukee's radio is also hosting a sweepstakes awarding six prizes to attend Chicago's Summerfest on June 29. A similar contest appears across Chicago stations awarding prizes for events in Milwaukee.

Ads will run in July on the flagship station for the Chicago Cubs (WSCR) and Milwaukee Brewers (WTMJ) to promote train rides when the Midwest rivals play each other.  

The campaign is also reusing advertising materials developed last year to raise awareness for line's late evening train service on Saturday. These posters mimic train station message boards and appear on train cars and stations. 

Social media ads will let passengers know about discounts at participating restaurants, stores and tourist attractions available to them when they show their train tickets.

Amtrak's Hiawatha Service is jointly sponsored by the Wisconsin Department of Transportation and the Illinois Department of Transportation. Last year, the route attracted more than 800,000 passengers; it is the busiest in the Midwest and ranks among the top 10 U.S. Amtrak routes.