Strategic Campaign Development That Drove System-Wide Expansion

The Challenge

The Amtrak Coast Starlight offered only two service tiers: Coach or First Class. The Onboard Services team identified a revenue opportunity in the gap—a Business Class option that would increase ridership and revenue without requiring major infrastructure investment.

The core challenge: Launch a new service tier with a comprehensive marketing campaign that would convince Coach riders to upgrade while clearly differentiating Business Class from both existing options.

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The Strategy

Rather than focusing solely on amenities, I positioned Business Class around value and elevated experience, the smart choice for travelers who want more than Coach without First Class pricing.

The campaign strategy centered on:

• Clear value proposition: Tangible benefits (lounge access, complimentary amenities, enhanced comfort) communicated directly
• Strategic placement: High-traffic OOH locations targeting commuters and occasional travelers
• Visual differentiation: Design that distinguished Business Class as its own tier within Amtrak’s brand system

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The Solution

I developed and executed a complete out-of-home advertising campaign:

Campaign Creative:

• Bold headlines emphasizing Business Class benefits
• Photography showcasing the elevated experience
• Clear messaging distinguishing the new tier from Coach and First Class
• Visual system integrating with Amtrak’s national brand standards

Media Execution:

• Strategic OOH placements in transit hubs
• Multi-format adaptations for various placement sizes

Campaign Management:

• Concept development through final production
• Coordination with Amtrak’s national marketing team
• Print production and vendor management
• Campaign rollout across multiple markets

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The Results

The Business Class launch on the Coast Starlight succeeded in driving significant ridership and revenue gains, validating the concept so strongly that Amtrak expanded Business Class to additional routes system-wide.

This campaign demonstrates what strategic marketing achieves: not just announcing a new service, but positioning it effectively to drive adoption and revenue growth.

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What This Project Demonstrates

✓ Strategic campaign development – Positioning beyond just features/benefits
✓ Complete execution – Concept through production and placement
✓ Transit marketing expertise – Understanding rider decision-making
✓ Business impact – Campaign success leading to system-wide expansion
✓ Multi-market coordination – Working within national brand standards