Amtrak: The Open Road

The ideal of a carefree highway might exist somewhere north of Albuquerque, but those days are long gone in the Northeast, where traffic gridlock and frustration rule the road. Conversely, what frees us today in NOT being behind the wheel. Not inhaling fumes on I-95 in a rolling backup. Not dealing with uncertain fuel costs, road-raged drivers, tolls and weather delays. We got the message loud and clear when we talked to Amtrak’s riders in the Northeast. So we gathered our insights and developed an integrated campaign that captured the attention of Northeast Regional travelers at “pain” points – clogged highways and gas pumps for example – with the message that open road is now a railroad track.

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