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)
|Ann O.||Senior Marketing Officer, Advertising||DC|
Sample of Associated Brands
|Meredith P.||Principal Officer, Advertising & Promotions - Northeast Corridor||DC|
|Jason M.||Chief Information Officer||DC|
|Wick M.||President & Chief Executive Officer||DC|
|Darlene A.||Director, National Advertising||DC|
Who is the Senior Marketing Officer, Advertising of Amtrak?
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What is the email of the Principal Officer, Advertising & Promotions - Northeast Corridor of Amtrak?
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Summer, Fall Media Opps: Amtrak TV spend up to spur awareness beyond Northeast
Subject: TV, radio, online, digital, social media, print, sponsorship
Update (3/31): Amid Amtrak’s first major brand campaign in 15 years (research Skift that one of his biggest challenges is “broadening the universal awareness of Amtrak outside of the Northeast corridor and getting people to try our services.” It’s easy to see why since outside of the Northeast, where Amtrak is well known, company research confirms the train’s low market penetration.
Therefore, look for higher ad spend to continue, particularly behind upcoming spring, summer and fall leisure campaigns. In fact, Amtrak’s latest national TV flight began March 14 (see iSpot‘s data for campaign targeting thus far right). Already $3.4 million has been allocated since then compared to $0 over the same prior year period.
Display activity was way down in Q1 compared to last year, per Initiative, NY handles media buying and planning for Amtrak, according to The List.
Below originally published 2/10
Opportunity: We've received word that a new campaign for Acela Express, Amtrak's high-speed rail service along the Northeast Corridor (NEC), will launch in the middle of March. We haven't been able to confirm this but we wanted to keep you posted in case there's still time to secure buys tied to the campaign. Sellers with high engagement rates among business travelers in New York, DC, Baltimore, Philadelphia and Boston should have the advantage.
Furthermore, look for planning to begin in April/May for Amtrak's larger leisure traveler campaign. Last year's national branding campaign, its first since 2000 (research here).
Media Spend: Amtrak spent $16.9 million on measured media in 2014, down from $23.5 million in 2013, per Kantar Media. Most of 2014′s – $9.7 million – was allocated to print ads, mainly newspapers. The remainder of the spend was dedicated to spot TV, national spot radio and display ads.
TV Breakdown: Almost $2 million was spent on national TV buys last year, all of which was spent in October for the branding campaign (see targeting right), iSpot.tv reports.
Digital Breakdown: Last year, Acela ran 18 standard ads, one high impact ad and one video ad on about 400 sites (11% mobile), 99% of which were placed programmatically, Moat reports. Almost all of the desktop ads ran during the first two weeks of February on news and entertainment publishers. Top sites included maxim.com, cbssports.com, cracked.com, bbc.com, imgur.com, about.com.
Mobile ran in May and Oct-Nov mostly on local Northeastern local news sites. Top sites were accuweather.com, fox43.com, foxct.com, nbcwashington.com and photobucket.com.
Since September, Amtrak has run 164 standard ads, 85 high impact ads and 10 video ads on 486 publishers (2% mobile), 68% of which were placed site direct versus programmatically. News publishers make up the bulk of desktop and video activity, followed by entertainment, sports and technology, according to Moat. Top sites include bustle.com, laopinion.com, hulu.com, theroot.com, nba.com, univison.com, aol.com, yahoo.com, msnbc.com and cbssports.com.
Mobile concentrates more on fashion and shopping sites, led by kickdeals.com.
50 Massachusetts Ave.
Washington, DC 20002
Chief Marketing & Sales Officer
Senior Director, National Advertising
Direct Dial: (202) 906-4165