amtrak
Retrain Travel

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Brand Idea
retrain travel
Hey! You! Enough with the endless traffic jams and cramped middle seats. No more searching for parking spots or sweating through turbulence. It’s time to ditch the cars and planes, and retrain your expectations of what travel can be — with Amtrak.
Challenge
Despite a long list of problems with flying and car travel, Americans overwhelmingly default to these two options. We had to jolt people out of their default habits and assumptions to get Amtrak back into the consideration set.
Insight
People have come to expect that “getting there” would be the worst part of any trip. But with Amtrak, getting there is actually enjoyable.


58%
purchase intent
530%
increase in SOV
78%
unaided recall
ALL-TIME
ridership record in FY24