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Amtrak Acela
Take Off
RAN IN: United States
CLIENT
Amtrak
John Lee, VP, Marketing & Advertising
Darlene Abubakar, Sr. Director, National Advertising
Ann Owens, Principal Marketing Specialist
AGENCY
Jeff Tarakajian, EVP, Acct. Services
Suzanne Santiago, SVP, Group Management Director
Rich Levy, EVP, CCO
Rich Gagnon, Managing Director, Group Business Leader
Cassandra Bennett, Acct. Supervisor
Jessica Lin, VP, Strategic Planning Director
Chloe Scutt, Acct. Executive
Initiative
Source Communications
SUMMARY
In the busy Northeast Corridor, how do you interrupt the airplane by default mentality of business travelers and get them to instead choose a train? In our case, by emphasizing not only the speed of Amtraks fastest train but also its business travel-friendly amenities like roomy seats and tray tables, free wi-fi, and constant connectivity that are lost while flying. Through our Fly Acela strategy, we successfully drove record ridership, revenue, and campaign ROI for Acela and proved that you dont have to take a plane to really Take Off.
