WASHINGTON – Amtrak is hitting a home run with its newest marketing and advertising program that focuses on sports by leveraging partnerships with teams in the MLB, NHL, WNBA and college athletes playing in the Northeast Corridor (NEC), between Boston – Washington, D.C. The program reaches fans and travelers via creative assets at stadiums and arenas, on teams’ digital channels and social platforms, as well as via custom program integrations to share the message that their next trip is just an Amtrak away, leading to 85% of pre-pandemic ridership on the NEC and Acela, and more than 100% of pre-pandemic ridership at NYP on some days.
“By partnering with these iconic sports teams, we are engaging with fans and promoting Amtrak as a more sustainable and relaxing option for Northeast Corridor travel,” said Amtrak AVP of National Advertising and Brand Management Darlene Abubakar. “Whether it’s to travel to the next rivalry game or for an extended vacation, Amtrak is delighted to be a part of the excitement as fans return to the ballpark and arenas.”
Amtrak’s MLB efforts include fully integrated partnerships with the New York Yankees, New York Mets, Boston Red Sox, Washington Nationals, Philadelphia Phillies, and Baltimore Orioles. Additionally, Amtrak partnered with the New York Rangers, the Washington Capitals, and the Boston Bruins ahead of the NHL Stanley Cup playoffs for comprehensive programs highlighting the benefits of Amtrak travel for hockey fans and advertising in women’s professional sports through partnerships with WNBA teams, the Washington Mystics and the New York Liberty.
Amtrak has ramped up its sports marketing efforts to heighten the awareness of its brand and the benefits of train travel. Amtrak is also utilizing these campaigns to promote its company-wide Diversity, Inclusion & Belonging (DI&B) initiatives. This includes participation in the Philadelphia Phillies’ Jackie Robinson Day and the New York Mets’ Pride Night, among others.
Amtrak has retained Source Communications, a full-service sports marketing and advertising agency, as its agency of record for its campaigns with these teams and leagues.