Amtrak: Get Carried Away

Amtrak, a national passenger railroad, launched a campaign in America to make the oldest mode of city-to-city travel relevant to a whole new generation of travellers who had grown up flying and driving.

Summary of the marketing challenge, methodology, insight discovered, creative execution and business impact.

  • Marketing Challenge: Approaching its 50th anniversary, Amtrak embarked on a mission to make America fall in love with the train again. This meant...