Amtrak has launched a new national marketing campaign called “Retrain Travel” in an effort to promote train travel as a smarter alternative to planes and cars. The campaign focuses on highlighting the amenities and perks that Amtrak now offers, such as spacious seats, food and beverage options, and scenic views. This is Amtrak’s first major marketing campaign in three years, and the company has retained Mekanism as its agency of record for the development of the campaign. The ad features images of smiling families, couples, and friends enjoying the travel experience on Amtrak, and will be showcased on social media, radio, out-of-home, and other channels.
Amtrak is emphasizing what sets it apart from its competitors, such as airlines and cars. The rail company boasts no middle seats like airlines, plenty of legroom, and the ability to get up, walk around, and grab a bite to eat in the new cafe. This approach aims to attract both first-time rail travelers and previous passengers who may not have yet appreciated the enhancements that Amtrak has made. With recent improvements to their products and services, such as the more comfort-focused Acela trains on the Northeast Corridor and upgraded food and beverage options, Amtrak is transitioning from a transportation company to a hospitality powerhouse, focusing on providing an enjoyable journey for their guests.
The new campaign comes at a time when Amtrak is experiencing record-high ridership numbers. In the first nine months of fiscal year 2024, Amtrak transported 24.1 million riders, up 18% year-over-year and on pace for an all-time record. With ridership expected to surpass the previous year’s 28.6 million mark, Amtrak is working on over 700 capital projects, including new bridges, tunnels, and fleet refurbishments. These investments in infrastructure and services aim to further enhance the passenger experience and attract more travelers to choose Amtrak for their travel needs.
By focusing on guest amenities and providing a more enjoyable travel experience, Amtrak is positioning itself as a strong competitor to airlines and cars. The campaign highlights the unique opportunities that train travel offers, such as spacious seating, food and beverage options, and scenic views, while also emphasizing the lack of middle seats and abundance of legroom. This marketing strategy is aimed at attracting both new riders and previous passengers who may not have fully appreciated the enhancements that Amtrak has made in recent years.
With a shift towards a hospitality-focused approach, Amtrak is showing travelers that the journey itself can be enjoyable, not just a means to an end. By learning from the hospitality industry, Amtrak has made changes to their products and services to make the travel experience more comfortable and engaging. The company’s executive vice president and chief commercial officer, Eliot Hamlisch, describes the new campaign as a way to showcase Amtrak’s transition from a transportation company to a hospitality powerhouse, where guests can not only reach their destination but also enjoy the journey along the way.
Overall, Amtrak’s “Retrain Travel” campaign is an effort to redefine the perception of train travel and promote the benefits of choosing Amtrak for transportation. With a focus on guest amenities, enhanced services, and a hospitality-driven approach, Amtrak is working to attract more passengers and compete effectively with airlines and cars. With ridership on the rise and ongoing infrastructure projects to improve the travel experience, Amtrak is positioning itself for continued growth and success in the travel industry.
