Nationwide campaign, inspired by passengers, showcases benefits of rail travel
WASHINGTON – Amtrak today unveiled a new nationwide brand campaign “500 Destinations: Infinite Stories,” inspired by passengers’ travel experiences from across the U.S. The new campaign is designed to create top-of-mind awareness and showcases the comfort, freedom, service and value of train travel.
The storytelling at the heart of the campaign focuses on the unique experiences and adventures only rail travel can provide. Whether it’s a trip to college, a business trip with colleagues, a girls’ weekend, or a dream vacation across the country, Amtrak takes you there. From downtown to downtown, community to community, Amtrak connects passengers to more than 500 destinations, offering a smarter way to travel.
The new brand campaign also builds upon the value Amtrak offers to millions of passengers every year: a chance to relax and stretch out, move about freely and work or play.
“Amtrak’s new campaign speaks to the uniquely enjoyable experience of rail travel,” said Darlene Abubakar, Amtrak acting vice president brand management and marketing. “We are reinvigorating the Amtrak brand by celebrating thousands of travel experiences while simultaneously reinforcing what longtime Amtrak loyalists love about America’s Railroad: comfort, convenience and a commitment to excellent customer service.”
The multi-platform campaign provides brand consistency across all channels including TV, print, digital and social media and features the breadth of Amtrak’s national train system including long distance , Acela® and Northeast Regional trains, as well as state-supported routes.
The new campaign was created in coordination with Amtrak’s advertising agency, FCB Garfinkel, New York.
Amtrak is America’s Railroad®, the nation’s intercity passenger rail service and its high-speed rail operator. Amtrak and its state and commuter partners move people, the economy and the nation forward. Formally known as the National Railroad Passenger Corporation, Amtrak is governed by a nine member board of directors appointed by the President of the United States and confirmed by the U.S. Senate. Anthony R. Coscia is board chairman and Jeffrey R. Moreland is vice chairman. In FY 2014, nearly 31 million passengers traveled on Amtrak on more than 300 daily trains – at speeds up to 150 mph (241 kph) – that connect 46 states, the District of Columbia and three Canadian Provinces. Enjoy the journey® at Amtrak.com or call 800-USA-RAIL for schedules, fares and more information. Like us on Facebook, Follow us on Twitter (@Amtrak) and check out our blog at blog.amtrak.com.
FCB (Foote, Cone & Belding) is a global, fully integrated marketing communications company with a heritage of creativity and success dating from 1873. Based on a deeply developed understanding of diversified local markets and global cultures, FCB focuses on significantly changing consumer behavior to the benefit of its clients, its people and society. With more than 8,000 people in 120 offices in 80 countries, the company is part of the Interpublic Group of Companies (NYSE: IPG). Learn more at www.FCB.com and follow us on Twitter and Instagram (@FCBglobal) and Facebook (FCB Global).