Amtrak Pacific Surfliner asked us to help them increase ridership among their mid-week, casual traveler. The Surfliner is a train like no other as it literally hugs the coast of Southern California giving passengers a front row seat to some of the most breathtaking views around. Why would anyone choose to sit in traffic and stare at the bumper in front of them, when they can fix their gaze on the surf and relax?
If getting there is half the fun, then let’s sell the journey. We positioned Surfliner as the best way to get to where you’re going by focusing on the journey. We targeted affluent women who might be inclined to escape for a day of shopping or tour a winery with the girlfriends.
We developed a really nice image campaign with emotionally provocative headlines and gorgeous aerial photography that captured the vast beauty of the ride. Riders didn’t just hug the coast, they embraced it.