Amtrak On Board With Ethnic Effort

Amtrak today  broke a new Acela Express print and online ad campaign targeting African American and Hispanic consumers.

The effort, “My Track to Success,” features African American and Hispanic business leaders, community leaders and entrepreneurs providing testimonials about the experience and benefits of traveling the Northeast corridor via Amtrak’s high-speed Acela train.

Running through fall 2009, placement includes publications such as Black Enterprise, The Network Journal, Hispanic Business and Latin Business. Online initiatives at African American and Hispanic Web sites and targeted e-mail blasts also support.

“With this campaign, we sought to highlight the unique benefits of riding Amtrak that appeal to business travelers,” said Darlene Abubakar, Amtrak’s director of national advertising, in a statement. “We wanted to deliver a personal message, directly from loyal Acela passengers on why Acela is their preferred mode of transportation when traveling in the Northeast Corridor.”

Amtrak spent $15.3 million on U.S. media in 2008 (not including online), up from $14.8 million in 2007, per Nielsen Monitor-Plus.

Source:Brandweek


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