FCB New York and Amtrak Take On Travel Woes With “Break the Travel Quo” Campaign
National campaign showcases the many benefits of train travel.
Executing one of the biggest ad reveals to date, FCB New York launches a two-part campaign platform for Amtrak entitled “Break the Travel Quo,” highlighting the frustrations associated with air and car travel, and causing consumers to rethink their travel options. From its inception, the campaign set out to offer consumers insight on how Amtrak travel alleviates the usual pain points of air and car travel, such as baggage and seating restrictions, limited cellular and Wi-Fi access, and traffic, to name a few. In listening to travelers, FCB New York and Amtrak found train travel to be the cure FOR the many pain points often synonymous with air and car travel. FCB New York’s latest campaign for Amtrak serves as a wake-up call to travelers to think beyond the status quo and experience the more traveler-friendly accommodations that Amtrak has to offer.
Amtrak’s campaign highlights many of the amenities travelers often overlook when planning a trip. Not only does Amtrak boast one of the most generous baggage policies in the travel industry – allowing passengers to bring up to four pieces of luggage for free – but the rail company also offers free Wi-Fi on most trains, 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 legroom, and no middle seat, making it everything airplanes aspire to be.
“By posing the notion, ‘What if there was an airline,’ the teaser ads grab travelers’ attention and create buzz by suggesting there's an airline that lets you take four bags or use your phone anytime, shaking travelers out of their inertia. Then, everyone who viewed the teaser was retargeted to receive the ad announcing it’s Amtrak,” said Ari Halper, Chief Creative Officer of FCB New York. The integrated multi-platform campaign includes digital, radio and outdoor advertising, and stands to be a long-running platform for the brand.
“‘Break the Travel Quo’ is a much-needed break from the major inconveniences of air or car travel that we consistently endure because of the perception that ‘there isn’t a better option.’ We often overlook the choice that gives you every freedom you wish you had when you fly or drive. It’s eco-friendly, affordable and way more convenient, especially when traveling 600 miles or less,” said Halper.
“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 Amtrak President and co-CEO Richard Anderson. Amtrak operates a nationwide rail network, serving more than 500 destinations in 46 states, and carries more than 30 million customers annually.
For additional information on “Break the Travel Quo,” visit www.BreaktheTravelQuo.com.
Amtrak – America’s Railroad® – is dedicated to safe and reliable mobility as the nation’s intercity passenger rail service provider and its high-speed rail operator. With our state and commuter partners, we move people, the economy and the nation forward, carrying more than 30 million Amtrak passengers for each of the past six years. Formally known as the National Railroad Passenger Corporation, Amtrak is governed by a 10-member board of directors, nine of whom are appointed by the President of the United States plus the Amtrak CEO. Anthony R. Coscia is board chairman and Jeffrey R. Moreland is vice chairman. Amtrak operates more than 300 trains daily – at speeds up to 150 mph (241 kph) – connecting more than 500 destinations in 46 states, the District of Columbia and three Canadian Provinces. Learn more at Amtrak.com or call 800-USA-RAIL for schedules, fares and other information. Check us out at blog.Amtrak.com, Like us on Facebook.com and Follow us on Twitter @Amtrak.
Initiative is a full-service global media agency within IPG Mediabrands, the global media arm of Interpublic Group (NYSE: IPG). At Initiative, we understand that advertising avoidance behavior will continue to spread, fueled by new technologies and platforms. This means brands must find new ways to connect with audiences through culture. We pride ourselves on being the premier culturally focused media agency with a radical creative streak.
Operating in over 80 countries, Initiative employs 3,200 of the smartest and most diverse talent in the industry. With almost $16 billion in billings annually, Initiative services numerous best-in-class clients, such as Amazon, Dr Pepper Snapple Group, Unilever and Uber.
FCB (Foote, Cone & Belding) is a global, fully integrated marketing communications company with a heritage of creativity and success dating from 1873. Based on a deeply developed understanding of diversified local markets and global cultures, FCB focuses on significantly changing consumer behavior to the benefit of its clients, its people and society. With more than 8,000 people in 109 operations in 80 countries, the company is part of the Interpublic Group of Companies (NYSE: IPG). Learn more at www.FCB.com and follow us on Twitter and Instagram (@FCBglobal) and Facebook (FCB Global).