Amtrak: Just an Amtrak away

Train company Amtrak created the Just An Amtrak Away campaign to attract a new audience and increase ridership and consideration during the COVID-19 pandemic.

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

When COVID-19 put travel on hold, Amtrak felt it most acutely. The pandemic kept most reliable train riders — older adults and business travelers — housebound. With only a fraction of category spend, Amtrak had to bring onboard a whole new set of leisure travelers: younger and less averse to pandemic travel. The only problem: most of them never even considered the train.1

With an ambitious goal to make Amtrak the preferred way to travel in summer 2021, we conducted research to get to know these...

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Insights Team
Bray Leino

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