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2/7/2007



Rail News: Rail Industry Trends

Amtrak's multicultural ad campaign targets African-Americans, Hispanics



Amtrak recently contracted marketing communications firm IMAGES USA to launch a multicultural advertising campaign for the national intercity passenger railroad’s Acela Express and nationwide long-distance services. The firm also will help Amtrak develop promotions, special events and public relations.

Amtrak plans to launch the campaigns this month. Ads will target multicultural audiences via print, online and radio advertising in New York City, Chicago, Los Angeles, Washington and Miami.

A “Welcome On Board” ad will encourage audiences to consider Amtrak long-distance trains when planning trips, especially family vacations. An Acela Express campaign will target business travelers. Both campaigns will be aired through African-American and Hispanic media outlets.


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