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Amtrak Cascades

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  • Amtrak Cascades - Verbs Campaign Signage

    Amtrak Cascades - Verbs Campaign Signage

  • Amtrak Cascades - Verbs Campaign Signage

    Amtrak Cascades - Verbs Campaign Signage

  • Amtrak Cascades - Verbs Campaign Signage

    Amtrak Cascades - Verbs Campaign Signage

  • Amtrak Cascades - Verbs Campaign Signage

    Amtrak Cascades - Verbs Campaign Signage

  • Amtrak Cascades - Radio

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  • image of a number 7

    The percent increase in ridership that occurred within 6 months of campaign launch.
  • image of thumbs up

    After 12 months ridership had broken all previous records.

Assignment

Increase train ridership and revenue between Vancouver B.C. and Eugene, Oregon.

Brand Challenge

 

OK, forget that we were asked to increase ridership and revenue in a down market. Suddenly, gas prices were falling from their record high levels, which meant cars were about to slow Amtrak Cascades’ ridership momentum. But here’s the thing: You can do stuff on a train that you can’t do in a car or a plane.

So we created the “Verbs” campaign to convey this simple idea, while simultaneously highlighting city destinations.

Results

  • Broke all previous ridership records 12 months after the campaign launched.
  • For the first time, the organization has a unified, fully integrated brand position and expression.