Amtrak Travels Further with Multi-Pronged Brand Campaign

The latest advertising push covers executions across TV, print, digital, and social media with a dedicated emphasis on passenger experiences

Amtrak has unveiled its latest nationwide brand campaign themed ‘500 Destinations. Infinite Stories’ which is inspired by the travel experiences of passengers from across the United States. The marketing push is designed to create top-of-mind awareness whilst showcasing the comfort, freedom, service, and value of train travel.

The exercise focuses on the unique experiences and adventures only rail travel can provide. Whether a trip to college, business trip with colleagues, girls’ weekend-away or dream vacation, the underlying message is that Amtrak takes one there by connecting passengers to more than 500 destinations in an effort to offer a smarter way to commute. It also builds upon the value Amtrak offers to millions of passengers every year: a chance to relax, stretch out, move about freely, work or play.

“Amtrak’s new campaign speaks to the uniquely enjoyable experience of rail travel. We are reinvigorating the Amtrak brand by celebrating thousands of travel experiences while simultaneously reinforcing what long-time Amtrak loyalists love about America’s railroad—comfort, convenience, and a commitment to excellent customer service,” said Darlene Abubakar, Amtrak’s Acting Vice President, Brand Management and Marketing.

The multi-platform campaign provides brand consistency across all channels including TV, print, digital, and social media. It also features the breadth of the brand’s train system including long distance, Acela and Northeast Regional trains as well as state-supported routes. The effort was developed in coordination with its advertising agency, FCB Garfinkel, in New York.