(Amtrak issued the following news release on February 18.)
WASHINGTON — Seeking to build on sustained ridership growth in recent months, Amtrak has launched a buy-two-get-one-free offer for Acela Express and Metroliner and unveiled a fresh advertising campaign to promote it.
The offer is simple: Amtrak Guest Rewards (AGR) members who sign up for the promotion and take two qualifying roundtrips on Acela Express or Metroliner trains between February 15 and April 15, 2004 will receive a future roundtrip on Acela Express for free. Roundtrips that qualify are those taken between Washington and New York; Boston and New York; Philadelphia and Boston; and Washington and Boston.
The free travel certificates are valid for redemption June 15 through August 31, 2004 and can even be transferred to friends, family members or anyone else. And best of all, there is no limit on the number of free certificates that may be earned through the promotion. While earning free roundtrips, members will continue to accrue 500 points (each way) for business class travel or 750 points in first class.
Current Amtrak Guest Rewards members must sign up to participate in this offer by visiting www.amtrakguestrewards.com/H402. Passengers who are not yet AGR members are encouraged to visit www.amtrakguestrewards.com, where signing up is quick, simple and — in keeping with our theme — free.
Once enrolled, passengers should provide their Amtrak Guest Rewards member number when making reservations, either online at www.amtrak.com, through a travel agent or by calling 1-800-USA-RAIL. Members will receive their travel certificates by mail a few weeks after their travel has been completed.
Retro advertising for an ultra-modern product
The new advertising campaign, which begins this week, reflects Amtrak’s continued back-to-basics approach to marketing its products. Similar to Amtrak’s long-distance campaign launched in August, the new ads were created in a style that delivers market customization and flexibility, enabling Amtrak to quickly and inexpensively make changes in its media placements.
The biggest departure from past Acela advertising is the “look” of the new campaign, which was created by Arnold Worldwide of McLean, Va. Attention- grabbing, colorful illustrations by world-famous graphic artist Michael Schwab, best known for his award-winning logos and posters for clients including Apple, Coke and Nike, dominate the ad space with retro, art deco images that evoke the love Americans have for train travel, while simultaneously positioning Amtrak as a modern transportation provider.
Clever headlines designed to convey the benefits of choosing Acela over other modes of transportation are prominently featured, including one headline in the first round of ads reading, “Effective relaxation techniques: Yoga. Tai Chi. Shiatsu. Acela.”
The bulk of the campaign’s budget will be allocated to newspaper advertising in six Northeast markets in an effort to maximize consumer exposure while keeping down costs. Supplemental radio advertising will run in Boston, New York, Philadelphia, Baltimore and Washington. The campaign will be rounded out with outdoor, magazine and online advertising.
Acela Express: Changing travel in the Northeast
Introduced in December 2000, Acela Express, Amtrak’s high-speed service in the Northeast, has served over six million customers and is largely responsible for a dramatic shift in the number of travelers choosing the train over airline shuttles. In the most recent quarter for which airline data is available (April-July 2003), Amtrak carried 36 percent of the air/rail market share between Boston and New York — more than any single airline — and 50 percent of the market between New York and Washington.
In April, Amtrak cut Acela Express business class fares between Boston and New York to $99 or less every day. Acela ridership north of New York has been increasing significantly ever since — up 28.9 percent in the first four months of FY04 (October, 2003-January, 2004) versus the same period a year ago.
Low fares are not the only reason that over six million passengers have boarded Amtrak’s high-speed trains since their introduction. There’s the comfort of knowing that Acela Express tickets are fully refundable or exchangeable at anytime, without penalty. There’s the convenience of arriving in the center of the city, avoiding expensive taxi fares and airport traffic. And, for the business traveler, there’s the ability to actually work — or not work — aboard the train. All Acela Express trains provide the option of a Quiet Car, one car of the train designated as a sanctuary from the beeps, tones and rings of modern life where passengers can relax or work quietly without distractions.
And, whether working or not, passengers enjoy onboard amenities such as 120-volt power outlets for every seat, conference tables with seating for up to four passengers, and a bistro-style cafe car with draft beer service and an enhanced menu of meals and light snacks. Every seat features adjustable headrests, footrests, audio entertainment, and plenty of legroom.
First class passengers enjoy at-seat meals served on china, premium wine by the glass, priority boarding where available and access to Amtrak’s ClubAcela first class lounges in Washington, Philadelphia, New York and Boston.
Amtrak offers 20 Acela Express trains between Boston and New York each weekday — 10 in each direction. Between New York and Washington, Amtrak makes 26 weekday Acela trips — 13 in each direction.