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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
Primary Address
50 Massachusetts Avenue
Washington, DC 20002
USA

Amtrak Contacts

Contacts (5/14)
Name Title State
Ann O. Senior Marketing Officer, Advertising DC
Sample of Associated Brands
***********
Email: *****@*******.***
Main Phone: (202) 906-3000
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 50 Massachusetts Avenue
Washington, DC
20002
USA

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

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Amtrak *******
Arrive *
Amtrak Acela *****
AmtrakConnect *

Agency Relationships


Brand Agency Service From To
****** ****** ************** creative 2002 present
****** ****** *** multicultural 2006 present
****** ********** media buying & planning unknown present
****** *** *** **** AOR - creative 2012 present
****** *** *******, ***. digital unknown present

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WinmoEdge

Summer, Fall Media Opps: Amtrak TV spend up to spur awareness beyond Northeast


Subject: TV, radio, online, digital, social media, print, sponsorship

Company: 

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).

Additional Insight

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. 

Amtrak 
50 Massachusetts Ave.
Washington, DC 20002
(202) 906-3000

Matt Hardison
Chief Marketing & Sales Officer
(202) 906-3000
hardism@amtrak.com

Darlene Abubaker 
Senior Director, National Advertising
Direct Dial: (202) 906-4165 
AbubakD@amtrak.com