Amtrak | Company Profile, Marketing Contacts, Media Spend, Brands
Amtrak is a government-owned corporation that provides passenger train service throughout the United States. The company headquarters are located in Washington, DC.
|Main Telephone||(202) 906-3000|
|Main Fax||(202) 906-3306|
Amtrak ContactsContacts (5/14)
|Joseph B.||President & Chief Executive Officer||DC|
Sample of Associated Brands
|Ann O.||Senior Marketing Officer, Advertising||DC|
|Meredith P.||Principal Officer, Advertising & Promotions - Northeast Corridor||DC|
|Jason M.||Chief Information Officer||DC|
|Darlene A.||Director, National Advertising||DC|
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TV, Digital Opps Rumor Update: Amtrak 2016 campaign will have programmatic focus?
Subject: TV, national ads, digital, social media, print, martech, adtech
Company: Amtrak, the government-owned corporation that provides passenger train travel throughout the US. Amtrak is headquartered in Washington, DC.
Update (9/28): We’re hear that Amtrak’s 2016 plan will largely lean on programmatic ads. If you’re not programmatic focused it may be hard to break through, especially if you’ve never worked with Amtrak before. Therefore, new sellers should look to differentiate themselves based on millennial engagement rates and digital ROI. Read more below about Amtrak’s recent launched campaign below.
Below was originally published on 9/22:
Opportunity: Amtrak has released its first national branding campaign since 2000. Created by IPG's FCB Garfinkel, “500 Destinations. Infinite Stories” includes one 30-second TC spot and six 15-second digital spots, as well as a social media campaign using the hashtag #AmtrakStories. Darlene Abubakar, Amtrak's senior director of national advertising, said the company is now looking to focus “on the brand holistically.” Traditionally, the company's marketing efforts were concentrated on promoting services in the Northeast corridor. Amtrak has decreased its digital spend as it increases national TV (more below), but has elevated the percentage of mobile ads this year as it attempts to attract a new and broader user base.
Note that while the TV spots will air nationally (see more below), the 15-second spots will be distributed via YouTube and Hulu in the following markets: Boston; Providence, RI; Philadelphia; Wilmington, Dela.; Baltimore; Washington, DC; LA; Seattle; Portland; San Francisco; Miami; New Orleans, Minneapolis; Orlando, Fla.; Atlanta; and Dallas. IPG's Initiative handles media buying and planning for Amtrak, according to The List.
Media Spend: Amtrak's new campaign has launched on NBC, ABC and CBS during shows such as “The Voice, “Wheel of Fortune” and “Jeopardy!” So far, just $331,927 has been spent on these ads, according to iSpot.tv(but this is 100% more than previous years). Keep in mind that TV ads are aimed at leisure and business travelers, the digital spots are aimed at “empty nesters” and millennials.
For 2014, Amtrak spent $18.4 million on measured media – down from $25.7 million in 2013, per Kantar Media. Most of 2014′s – $9.6 million – was allocated to print ads (mainly newspapers). The remainder of the spend was dedicated to pot TV, national spot radio and digital display ads.
Digital Breakdown: Moat reports that Amtrak ran 28 standard display ads on 41 publishers since Jan. (24% mobile). Top ad destinations include: bustle.com, laopinion.com, laraza.com, blackplanet.com and hellobeautiful.com. For the same period 2014, 187 creatives were run on 2,474 publishers, including kayak.com, forbes.com, bbc.com, dnainfo.com and pressrepublican.com (7% mobile).
Digital sellers should note that Amtrak's 2015 display ads have been placed site direct 20% of the time (up from 13% in 2014) instead of programmatically. Even though site direct ad placement has increased, the bulk of ads are still placed programmatically.
50 Massachusetts Ave.
Washington, DC 20002
Senior Director, National Advertising
Direct Dial: (202) 906-4165