Amtrak

CRUISING ATTITUDE

Natalie Ferrara + Hill Jones

Amtrak is America’s national passenger railway. And with hubs all over the country, Amtrak can get you there.

Local + District
Silver ADDY

As airlines continue to cram travelers into their planes, and roads become increasingly more crowded and expensive due to rising gas prices, Amtrak is committed to enjoying the journey.

We’ll start our campaign with our out-of-home ads to exemplify that other modes of travel can’t highlight the journey like Amtrak can.

Then we’ll use Amtrak’s social media channels to give users a break in their daily routines.

Additionally, we’ll promote lo-fi videos and train live cam streams along with Apple TV screensavers to allow travelers to let the journey start before they even take their seat.

With our updated website storefront, and a new line of comforting goods, we let travelers know that Amtrak is their one-stop shop for relaxing travel.

We paired our updated website with an revamped Amtrak app. All of our calming travel solutions are available as well as added wellness exercises such as beathing techniques and simple yoga poses that can be done from the comfort of your seat.

As travelers make their final preparations, we’ve added a coloring activity to the back of each ticket so that they can allow the colorful sights outside their window to inspire them to unwind.

Turning back inside the train, we’ve made relaxing tea available for purchase in the cafe car so travelers can embrace the journey and let any leftover fears and anxieties slip away.

Finally, we revised Amtrak’s brand identity to help keep calm on the mind as these new changes get up and running. The use of blues was particularly important after research from Kurt and Osueke found that “blues stimulate clear thought.”