Amtrak is committed to enjoying the journey.
Insight: Other means of travel have become more stressful, crowded, and exhausting than ever before.
Solution: Amtrak positions itself as the calm alternative, encouraging people to enjoy the journey instead of just enduring the trip.
Out Of Home
We’ll start our campaign with our out-of-home ads to exemplify that other modes of travel can’t highlight the journey like Amtrak can
Social
Then we’ll use Amtrak’s social media channels to give users a break in their daily routines.
Rail Streams
Additionally, we’ll promote lo-fi videos and train live cam streams along with Apple TV screensavers to allow travelers to let the journey start before they even take their seat.
Comfort Coloring
As travelers make their final preparations, we’ve added a coloring activity to the back of each ticket so that they can allow the colorful sights outside their window to inspire them to unwind.
Website
With our updated website storefront, and a new line of comforting goods, we let travelers know that Amtrak is their one-stop shop for relaxing travel.
Relaxing Refreshments
Turning back inside the train, we’ve made relaxing tea available for purchase in the cafe car so travelers can embrace the journey and let any leftover fears and anxieties slip away.
AD: Hill Jones / CW: Natalie Ferrara
