LONG DISTANCE
Most people didn’t realize just how many destinations Amtrak reached (500, if you’re wondering). So for their Long Distance Service we combined a strong emotional message with hard-hitting O&D price points, all in a single branding/retail format. The year of the launch, Amtrak broke ridership records. And earned an almost 5:1 ROI in terms of incremental ticket revenue versus ad spending in 21 markets.
The campaign continued to be a hit as 2004, 2005, 2007 and 2008 were all record-breaking years with an average 3:1 ROI in terms of incremental ticket revenue in relation to advertising spending. Amtrak continues to record its biggest ridership numbers ever.
Newspaper Ads
POSTCARD BOOK
OOH. A metaphor for train travel, the headline was broken up by scenic illustrations and could only be read by walking Union Station from end to end.