Amtrak: Get Carried Away

making people fall back in love with train travel

CONTEXT: As the agency’s first engagement with Amtrak, we set out to breathe life back into the brand, pushing them into more engaging spaces and refreshing their branding. Amtrak’s ridership had been stagnating for years and was missing the opportunity to attract younger customers

CHALLENGE: Approaching its 50th anniversary, Amtrak embarked on a mission to get the new generations of travelers to fall in love with the oldest mode of city-to-city transportation

INSIGHT: Younger travelers crave excitement and discovery … it’s less about efficiency and more about soaking up all of life’s experiences … coming back with a great story and a brag-worthy insta or two

CREATIVE IDEA: Inspire train-lust by romancing the train journey and the moments that make it special. We enticed travelers to get carried away with Amtrak - when and where they get inspired, research and book travel

RESULTS: Train-lust inspired - with purchase intent +11.4% among young travelers In just the first 4 months, we brought in more than 300,000 new riders and over $30 million in incremental revenue vs. the same period last year. And the success carried on. With this boost, we finished fiscal year 2019 with the highest year-on-year ridership lift in a decade.