Amtrak is considering an increase in its Hispanic advertising spend in 2008. The railway company did advertise in Hispanic newspaper FSIs during 2007, says Darlene Abubakar, Director of National Advertising at Amtrak.
For 2008, Amtrak is looking to do a stand-alone direct mail campaign starting in March to promote spring and summer travel. Another component of the campaign is likely to include magazines and online.
Atlanta-based Images USA is Amtrak’s multicultural agency of record. Amtrak recently built a Spanish-language website executed by online translation technology provider Motionpoint.
Related Article: Corporate America Embraces Spanish-language Websites (May 2006)