Amtrak’s bold new brand campaign has arrived via a national advertising campaign to help “Retrain Travel” by encouraging consumers to reimagine their approach to travel and avoid the stress of flying and driving. 

The campaign showcases the spacious, comfortable seats, and other unique Amtrak amenities and features that can make travel enjoyable again. 

Additional content focuses on how Amtrak is transforming and enhancing its experience from infrastructure investments to improved service and sustainability benefits.

“Whether it’s to save time, stay productive, or benefit from convenience and flexibility, the best way to travel is on an Amtrak train,” said Amtrak executive VP/CCO Eliot Hamlisch. “We’re enhancing the customer experience in countless new ways, while in parallel continuing to offer the amenities every traveler deserves, making ‘Retrain Travel’ a commitment to our guests for an unforgettable journey on America’s Railroad.”

Amtrak’s New Campaign

The ad campaign’s creative uses a “flipbook” technique that mimics a moving train to depict a range of beautiful and dynamic Amtrak experiences. 

Each asset highlights a core Amtrak benefit that makes train travel special. This includes extra legroom to stretch out with ample space, the ability to get up and move around whenever the mood strikes, no middle seats, and a decreased carbon footprint. 

Goals of the Program

“Retrain Travel” is designed to appeal to and resonate with all travelers, as it will run on a multitude of traditional and digital channels. This includes digital video, audio streaming platforms, podcasts, and digital display advertising, among others. 

After serving more than 28 million passengers in FY23, establishing a goal to double ridership by FY40, and welcoming 24.1 million riders in the first nine months of FY24 — an 18% increase year-over-year, and on pace for an all-time record — the new ad campaign will support Amtrak’s ambitions and continue its growth.

Amtrak retained Mekanism, an award-winning creative agency, as its agency of record for the development of its “Retrain Travel” campaign.