Amtrak is looking to spruce up its image in an effort to attract more well-heeled travelers.
Part of that effort includes the launch of a new national magazine fir seat-back distribution, according to the New York Post, which first reported the news. The new travel mag, titled The National, is set to debut in October, with a bimonthly publication schedule.
It will take the place of Amtrak’s current custom pub, Arrive, distributed on the network’s Northeast Corridor route.
Produced for Amtrak by Ink, a British travel publisher, The National will feature stunning photography and thoughtful, long-form journalism, suitable for consumption over a few hours during a long regional train trip. Copy will probably be interspersed with long, contemplative glances at the landscape scrolling by.
Ink boss Simon Leslie summed it up for the NYP: “It’s much more about Americana, the view from the train, the whole country. There will be stories about things going on around the network and stories about people on the train.”
In addition to the print component, Ink is also handling creation of social-media content linked to the magazine for Amtrak, including online video.
The National will be published out of New York City, with an additional sales complement of 40 based in Miami.
It’s not clear whether the deal affects any other aspects of Amtrak’s contract with Arrive publisher McMurry/TMG.
In January 2014, Amtrak awarded McMurry/TMG a contract to serve as 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. It also publishes Arrive.
As part of the partnership, McMurry/TMG was tasked with combining all these advertising assets to create a new “Amtrak Media Network,” enabling advertisers to execute integrated print, digital and out-of-home campaigns.
I wonder, will this new magazine from Amtrak arrive on time or will you simply be held at their whim about delivery? #publishing