Amtrak campaign

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    18-Mar-2016
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Campaign based on making riders feel welcome

Transcript of Amtrak campaign

  • WHAT LANGUAGE DO WE SPEAK?

  • ColorThe Sunset has all the colors you need to relax and find peace.

    Words and TypographyWords of acceptance and reception set in acalm yet firm modified News Gothic

    WARMTH

    KINDNESS

  • ImagePaul Capanigro brings us the meditative stillness of nature, and sets the calm atmosphere of the amtrak experience.

    VIVIDNESS

  • HOW DO WE SPEAK IT?

  • IdentityThe AM in Amtrak literally means American. So to enforce this pure American feeling, the logo type is set in the modern patriotic Gothem and the break off is a modern feeling red white and blue that takes advantage of the white space

    STRAIGHT FORWARD

  • JOSH COHENPassanger

    JOSH COHENPassanger Train

    $14.00Rail Fair

    $.00Accom

    QR15 QR1545345FG43G43Payment Plan

    1/1No

    $14.00Total

    From:NEW YORK PENN,NYTo:YONKERS, NY

    From:NEW YORK PENN,NY

    642To:YONKERS, NY

    20JUN26Date:

    Fair Total:NEW YORK PENN,NYPayment PlanYONKERS, NY

    20JUN26Date

    Rides:1Car NumberYONKERS, NY

    Fair planQR14

    COACHClass

    Reg Number156StatusALRT

    REFUND FEE MAY APPLY

    1/3P

    aul Caponigro

    we hope you enjoy your rid e

    1/3Paul Caponigro

    2/3

    Artifact TicketsNot only do the new Amtrak tickets make finding your train easier, but now you can bring home a part of the experience with photographer series ticket stubs.

    MEM

    ORABLE

  • Communication FlagsIf youre bored, put up youre Id like to play flag and wait for someone to come and challenge you to one of three games located in the seat pouch.

    DIRECT

  • OnlineOnboard Amenities are an important component to mak-ing a passenger feel at ease. Giving them choices to those amenities enforces the experience even more.

    MULTIFACETED

    YOUR ITINERARY

    Saturday December 12, 2009253 Empire Service (NYP -YNY)

    Depart: 5:15 pm, Saturday, December 12, 2009Arrive: 5:15 pm, Saturday, December 12, 2009Duration: 0 hr, 24 min

    Select Departure Passenger Passenger Amenities Payment Confirmation

    OR

    OR

    Depart: 5:15 pm, Saturday, December 12, 2009Arrive: 5:15 pm, Saturday, December 12, 2009Duration: 0 hr, 24 min

    Select Departure Passenger Passenger Amenities Payment Confirmation

    YOUR ITINERARY

    Saturday December 12, 2009

    Depart: 5:15 pm, Saturday, December 12, 2009Arrive: 5:15 pm, Saturday, December 12, 2009Duration: 0 hr, 24 min

    YOUR ITINERARY

    Saturday December 12, 2009253 Empire Service (NYP -YNY)

    Depart: 5:15 pm, Saturday, December 12, 2009Arrive: 5:15 pm, Saturday, December 12, 2009Duration: 0 hr, 24 min

    Select Departure Passenger Passenger Amenities Payment Confirmation

    OR

    OR

    Depart: 5:15 pm, Saturday, December 12, 2009Arrive: 5:15 pm, Saturday, December 12, 2009Duration: 0 hr, 24 min

    Select Departure Passenger Passenger Amenities Payment Confirmation

    YOUR ITINERARY

    Saturday December 12, 2009

    Depart: 5:15 pm, Saturday, December 12, 2009Arrive: 5:15 pm, Saturday, December 12, 2009Duration: 0 hr, 24 min

  • Comfort ImageryPeaceful imagery paired with welcoming words will be located throughout the trains interior to set passengers at ease.

    RELAXED

  • bWhile the second gives out apples with Amtrak stickers to inform the passerby of Amtraks new welcome campaign.

    Street CampaignBringing something out of its usual context is sure to get attention. Putting two Amtrak conductors in a crowded place like union square will do just that.

    aA fully dressed Amtrak conductor yells out train jargon.

    ABOVE AND BEYOND

    ALL ABOARD!!!

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