Traveling between Los Angeles, the San Francisco Bay Area, and Seattle is the Amtrak® Coast Starlight, one of the most popular routes in the country. The route skirts along the Pacific Ocean, through the famous Salinas Valley and forests of the Cascades, and stops in major metropolitan cities along the way.

CHALLENGE

Most overnight, long-distance Amtrak routes provide two types of accommodations: First Class Private Rooms and Coach Class. The Onboard Services Management team for the Coast Starlight wanted to introduce an upgraded option to Coach Class called Business Class. This concept was approved for a trial run with a limited budget.

SOLUTION

To reach potential passengers and advertise the new service option, I developed a variety of marketing materials, including OOH posters placed on trains, in stations, and at other point-of-purchase locations.

Business Class offered several additional amenities that distinguished it from Coach Class. These included access to the Metropolitan Lounges (First Class) located in Portland and Los Angeles, food and beverage coupons, an invitation to the afternoon wine tasting onboard in the First Class lounge car, known as the Pacific Parlour Car, and more.

The introduction of Business Class on the Coast Starlight was very successful. Revenues increased without significant overhead costs. This concept was also introduced on other selected routes within the Amtrak system.