Amtrak unveiled its new marketing campaign today, dubbed "Break the Travel Quo," which features lighthearted videos that poke fun at common complaints about air and car travel. The campaign goes head-to-head against some of the most prevalent pain points of modern day travel and reminds consumers that riding with the passenger rail network is a far easier, more comfortable and convenient way to travel.
"Break the Travel Quo" takes a lighthearted approach to push against the realities of air and car travel that have become par for the course, juxtaposing commonplace scenarios against the comfort and convenience of Amtrak. The campaign points out Amtrak as having one of the most generous baggage policies in the travel industry — allowing passengers to bring up to four pieces of luggage for free.
The videos also illustrate how the rail company also offers free Wi-Fi, the freedom to use phones and electronic devices at all times (no "airplane mode"), the ability to travel with small pets on many trains, large spacious seats with ample leg room, and no middle seat.
"We're excited about this campaign because it showcases what we know our customers love about rail travel: comfort, convenience and a premium experience," said President/co-CEO Richard Anderson.
The integrated multi-platform campaign includes digital, radio and outdoor advertising, in addition to public relations and social media. The new campaign was created in coordination with Amtrak's advertising agency, FCB New York.
Amtrak operates a nationwide rail network, serving more than 500 destinations in 46 states, and carries more than 30 million customers annually.