Escape in the Journey
An advertising campaign that reimagines Amtrak as an elevated travel experience.
Copywriting
Art Direction
Graphic Design
Train travel was once an exciting way to see the United States while journeying to a destination, but cuts in funding over the past several decades have caused this mode of transportation to lose its appeal. In fact, just 2% of American families use rail service for vacations. Amtrak is aiming to change this. Fueled by a major investment from Congress, Amtrak is pouring millions into reinventing the train travel experience.
Its new advertising campaign, “Escape in the Journey,” rebrands Amtrak as an elevated travel experience where adults and families can enjoy the journey. By making travel more enjoyable, Amtrak’s new campaign aims to attract GenZ and Millennials, who represent the highest percentage of leisure travelers and crave experiences.
