Fairy Godmothers Showcase the Benefits of Train Travel
OAKLAND, Calif. - Amtrak Cascades has launched a new advertising campaign called "Travel as you wish" to promote the Amtrak Cascades service in the Pacific Northwest.
The Amtrak Cascades operate between Eugene, Ore. and Vancouver, British Columbia. Daily trains provide convenient options for travel. Over 603,000 passengers rode the Amtrak Cascades last year, which is a 2.3 percent increase over 2003. This is the tenth consecutive year of increased ridership for the service.
"These ads capture the benefits of traveling aboard Amtrak Cascades in an appealing and whimsical way," said Carol Shannon, Director, West Marketing at Amtrak. "The focal point of the campaign is to position Amtrak Cascades as a relaxing alternative to driving. By highlighting the onboard experience, we're able to show just how enjoyable rail travel can be."
DDB Seattle, creator of the ads, is a communications company and a unit of DDB Worldwide and Omnicom Group Inc. "In our work with Amtrak, we continue to hear passengers comment on how they can relax, take in the scenery and enjoy their trip," said Janice Merlino, Managing Director at DDB Seattle. "The campaign is designed to reinforce and spread that message."
As an example, one of the ads shows a woman, knitting needles on her lap, gazing out the train window at a migrating goose. A fairy godmother is pulling back the curtain of the train window, ensuring she catches the splendid view. The copy reads, "Why watch the road when you can watch the world? Traffic vanishes. Evergreens appear. And at your window you take a moment simply to enjoy the moment."
The advertising intends to lure drivers out of their autos and on to the Amtrak Cascades trains. The ads will appear in newspapers, magazines and along the I-5 Corridor throughout the Pacific Northwest area.
The Pacific Northwest Rail Corridor extends 466 miles from Eugene, Ore., to Vancouver, BC. Intercity service is provided in partnership with the states of Washington and Oregon. Visit www.amtrakcascades.com or call 800-USA-RAIL for reservations and information.
About Amtrak
Amtrak provides intercity passenger rail services to more than 500 destinations in 46 states on a 22,000-mile route system. For schedules, fares and information, passengers may call 800-USA-RAIL or visit www.amtrak.com.
