THE ASK
Amtrak acknowledges the historical significance of railroads and the challenges they face today from other competing travel options. It emphasizes the need to reposition Amtrak as an enjoyable, environmentally friendly, and cost-effective alternative to air travel and road trips, targeting families, road trippers, and adventurers seeking quality travel experiences. The strategy, working with fellows Anita Ngo and Muna Al Zubaydi, involves showcasing the unique benefits of rail travel and integrating a campaign that romanticizes the journey through Amtrak.
CAMPAIGN
"Keep it Ride" aims to transform Amtrak journeys into immersive experiences. By enhancing the Amtrak App with features that allow passengers to track their progress, interact with their surroundings, and learn about the passing landscapes, the campaign will foster a deeper connection to the journey itself. "Keep it Ride" encourages travelers to slow down, savor the moment, and rediscover the joy of train travel, making it a memorable and enriching adventure.
OUT-OF-HOME
These would be a set of out-of-home ads/notifications that would employ Apple's banner ad-style design to notify the viewer of their upcoming trip, as Amtrak's current app lacks this feature. Incorporating imagery that matches the destination will evoke a sense of excitement and inspire ideas for the viewer's next trip, while also highlighting the benefits of choosing Amtrak.
Utilizing QR codes to let viewers interact with the ad and gain information about different destinations that can be discovered through Amtrak trains.
Revision of Amtrak's mobile app. It would include new features such as the passenger's status, estimated time of arrival along with an interactive map, highlights and key destinations, and more features unique and personal to the passenger's railway experience.
