Driving Revenue with a New Tier of Service

The Amtrak Coast Starlight is famous for its scenic route, but its service was limited to either Coach or First Class accommodations. The Onboard Services team identified a gap in the market and a challenge: to create a new Business Class option that would increase revenue with a minimal investment.

My Solution

I developed a full suite of marketing materials to advertise the new service, creating compelling OOH posters placed in high-traffic areas. The campaign focused on the added value for passengers, including access to exclusive lounges and complimentary amenities.

The launch of the new Business Class was a resounding success, boosting revenue and proving the concept could work. This led to the successful implementation of the Business Class model on other select routes throughout the Amtrak system.