• by Danielle Oster , October 1, 2024

The train is out of the station on a multiyear “Retrain Travel” effort from Amtrak marking the most ambitious campaign the National Railroad Passenger Corporation has embarked on in years.

The national brand campaign positions the time-tested train as a way to avoid stresses associated with driving and flying, asking audiences to “rethink the mode of transportation" they employ ifor more enjoyable travel experiences.

“Retrain Travel” disembarked today with a 30-second ad focused on the spacious and comfortable seating onboard its trains, as well as other Amtrak amenities and features.  The spot opens with a narrator asking audiences to “Picture the travel part of travel” as car horns and traffic sounds blare in the background, before continuing with a flip-book style video showcasing the experience of traveling on Amtrak.

“Retrain Travel” is running across traditional and digital media channels in an effort to reach a  wide range of travelers – including digital video, audio ads on streaming platforms, podcasts, and digital display ads.  Mekanism is helming the effort, after Amtrak concluded a review last year by retaining the San Francisco-based shop as its creative and strategic agency of record.

Additional campaign content will highlight enhancements Amtrak is making to the travel experience, including investments in infrastructure and improved service, as well as sustainability benefits.

“Amtrak is working on two overarching objectives in 2024 – improving passenger train service for our customers and efficiently and effectively carrying out a massive major infrastructure capital program aimed to modernize and upgrade our infrastructure, stations, fleet and technology,” Amtrak President Roger Harris said in a statement. “As both a passenger rail service provider and a major construction company, we are quickly growing and evolving to deliver on both.”

More than 28 million passengers rode Amtrak in 2023, according to a campaign announcement, which led to it establishing a goal to double its ridership by the end of 2040.