Amtrak, the main rail carrier in the US also known as the National Railroad Passenger Corporation, has chosen an Amtrak Partnership, led by Y&R North America and made up of Wunderman, MediaCom and Culture ONE World, as the brand’s new marketing communications partner.
Leading up to the company’s 50th anniversary in 2021, Amtrak selected the Y&R-led Amtrak Partnership to revamp marketing communications for Amtrak’s Northeast Corridor and long- distance service. The integrated, multimedia effort will also build up to the launch of new Acela trains in 2021.
“Train travel is increasingly becoming the preferred choice of transportation for business and leisure,” said Amtrak Vice President of Marketing Kerry McKelvey. “The Amtrak Partnership demonstrated a thorough understanding of our business and will help us market the unparalleled travel experience we provide our customers.”
Added Y&R global chief executive officer David Sable: “We see this as an exciting opportunity to work with a brand that has both an incredible heritage and a clear vision for its future. We’re looking forward to leveraging our expertise to share Amtrak’s passion for train travel and the brand’s innovative services with consumers across the country.”
The integrated approach of Y&R’s practices brings institutional knowledge, creativity and strategic resources to the Amtrak brand.
The Amtrak Partnership taps into the collective expertise of Y&R, MediaCom, Wunderman and Culture ONE World. These agencies will handle brand identity development, creative campaign work, and national and local media planning and buying across the Amtrak brand, loyalty program, and guest rewards initiatives.