Pacific Surfliner needed a series of campaigns that gave its brand a distinct place in people's travel plans. The work centered on the experience of the California coast, presenting the journey itself as a reason to choose rail.
Amtrak / Brand and Destination Campaigns
Make the Journey Part of the Destination.
Brand and destination campaigns that positioned the coastal journey as a reason to choose Pacific Surfliner. I created an extensive content library to support the full range of marketing tactics, giving the brand a consistent way to showcase destinations, bring the travel experience to life, and inspire the next trip.
Amtrak Pacific Surfliner — pitch film · 0:56.
Details
- Client
- Amtrak
- Sector
- Travel / Transportation
- Project Scope
- Campaign Development
- Brand Communications
- Digital
- Agency
- Truth
The Challenge
The Challenge
Pacific Surfliner needed a series of campaigns that gave its brand a distinct place in people's travel plans. The work centered on the experience of the California coast, presenting the journey itself as a reason to choose rail.
The Approach
Coastal imagery and direct, inviting language connected the service with the places it reaches. Campaigns including “Hug the Coast” and “Daycation” carried that idea across print and digital applications, with mobile formats translating the same story to a smaller screen.
The Approach
Coastal imagery and direct, inviting language connected the service with the places it reaches. Campaigns including “Hug the Coast” and “Daycation” carried that idea across print and digital applications, with mobile formats translating the same story to a smaller screen.
The Work
- Brand Campaigns
- Print and Digital Advertising
- Mobile Campaign Applications
- Travel Communications
The Work
- Brand Campaigns
- Print and Digital Advertising
- Mobile Campaign Applications
- Travel Communications
The Contribution
A shared campaign language linked coastal scenery, destinations, and the rail journey across print and digital formats. The travel experience remained the central idea as the messages and applications changed.
The Contribution
A shared campaign language linked coastal scenery, destinations, and the rail journey across print and digital formats. The travel experience remained the central idea as the messages and applications changed.
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