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6/10/2003



Rail News: Rail Industry Trends

UP's first national ad campaign in 20 years earns ADDY honors


On June 7, Union Pacific Railroad won four of American Advertising Federation's national ADDY® awards for its "Building America" ads — the railroad's first national advertising campaign since the 1980s.


UP received three gold ADDYs and one silver award for color photography in magazine and newspaper advertising. The ADDY recognizes advertising excellence.


The Class I also won 23 ADDY awards at a regional competition for agencies in Nebraska, Iowa, Kansas and Missouri, as well as the "Best of Show" honor and 33 ADDYs at Nebraska's competition.


Developed with Nebraska-based marketing and communications firm Bailey Lauerman, the ad campaign highlights UP's past role in building the first transcontinental railroad and current role in shipping various commodities, including automobiles, fruits and vegetables, building products and coal. Narrated by actor Sam Elliott, TV ads have aired in 32 major markets.


With 60,000 entries, the ADDYs are considered by ad-industry observers to be the world's largest advertising competition. Judges included senior professionals from New York City, Chicago, Los Angeles, San Francisco and Seattle ad agencies.


Contact Progressive Railroading editorial staff.

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