Presented by:

Amber Sova, Jeff Pleva, Nicholas Baryames & Zach Gilbert

Our Story Begins...

Name: Fisher Keaton
Age: 22 Years Old
Education: College Graduate
Residence: Barrington, IL
Graduated: History of Art and Architecture, B.A. DePaul University
Interests:

History

Art

Music/Concerts

Traveling
Favorite Bands Include:

Blake Mills

Mumford & Sons

Americana/Folk
Possibilities:

Airline (Delta, United, Southwest, etc.)

Rental Car (Enterprise, Hertz, Orbitz, etc.)

Personal Automobile

Key Problem:
Young travelers often overlook
Amtrak as a way to travel for
their adventures/vacations; as a
result, Amtrak is experiencing a
loss of market share among the
target age.
How do we make 44 year old
Amtrak young again?

Research & Strategy

Our Passengers
Key Demographics
18 - 28 year olds.
Music Aficionados / Concert Goers
High School Graduates / College Attendees / Recent College Graduates
PI: $20,000 - $50,000 Annually
Low Homestead Responsibilities

No dependents
No spouses
No mortgages

Upcoming Extended Period of Free Time:

Spring/Summer Break
Recent Graduation
Empty Semester

Adventure
Seekers

Inquisitive
Music
Trailblazers

Ramen

Economical
World Travelers

Pilgrims

Spotify New Music

Non-Skippers

SWOT Analysis

Strengths
Dominance in Market
Unique Service/Sightseeing Aspect
Flexible Schedules/Multiple Trains per day
Locations-travel through the US & DOC
Pricing cheaper than flights

Weaknesses
Traveling takes longer
Often late
Has to meet with their public service mission
Not available in every continental state
Business is seasonal

Opportunities
Partner with concert series through Spotify
Create affordable multiple day/week bundles
Emphasis on superior comfort during traveling.
Package deals based on exploring specific regions
within states/outside borders
Rewards program based off miles traveled on new
adventures/cities visited.
Threats
Current economic condition still doesn't support
leisurely travel.
Discount airlines.
Stricter safety restrictions from the FRA.
Automobile travel.
Loss of federal support.

Competition
Airplanes

As of 2014, 606.74 million passengers used a

US airline for traveling
mrkt share- Southwest 16.9%, Delta 16.8%
Pro- faster and comfortable traveling
Con- typically more expensive

Car Rentals

3 largest car rental companies are Enterprise

Holdings, Hertz Global Holdings, & Avis
Budgeting Group
Pro- many different cars to chose from and
many locations to pick up/ drop off
Con- pay for gas

Buses

Greyhound is the largest bus transportation

company (next largest is 10 times smaller)
Transports almost 25 million people a year
Pro- typically cheapest
Con- Takes longer and is less comfortable

The Big Idea

Find your Rhythm

on the Rails.

Creative Direction

Co-op Marketing Partnership

Genre Tours
Alternative: CHI - SEA
Rap & Hip Hop: CHI - SFC
Rock: CHI - LAX
Folk: CHI - SAS
Country: CHI - NOL
Pop: CHI - MIA
EDM & Electronica: CHI - NYP

Print (Magazine)
General Info:

Publication: Arrive Magazine

Publisher: Amtrak
Published: bi-monthly
Audience: 1.4 million readers per issue

Important Info:

55 minutes avg. time spent reading

Arrive Magazine.
91% TOOK ACTION as a result of
reading Arrive.
53% DISCUSSED an Arrive
topic/article with another.

Billboard
Locations / Taglines
Seattle: Full of dreams to last the
years, in Seattle - Perry Como
San Francisco: I lost my head in San
Francisco - The Mowglis
Los Angeles: Los Angeles, hit me at
the heart of this - Mat Kearney
San Antonio: And rose, my rose of
San Antone - Patsy Cline
New Orleans: Down the Mississippi
down to New Orleans - Blues Brothers
Miami: Im goin to Miami, Welcome
to Miami - Will Smith
New York City: Theres nothing you
cant do, Now youre in New York Alicia Keys

Exterior Train Graphics

Custom Train Wrap per
Tour/Train
Include Sponsors:

Spotify
Amtrak
Ticketmaster
Artists/Record Labels

Production and Provision:

Amtrak Marketing Department

Spotify Homepage Takeover

Audio/Digital E-Marketing

15 - Second
Pre-Roll
Ad
CAMERA CUTS TO YOUNGER
PEOPLE WORKING IN A STRESSFUL
OFFICE JOB ENVIRONMENT.
ANCR: Its time to take a break from the
daily grind

CAMERA CUTS TO A CONCERT

ANCR: ... and go on your adventure.

CAMERA CUTS TO AMTRAK TRAIN

TRAVELING THROUGH DIFFERENT
LOCATIONS.
ANCR: With 35 concerts throughout 35
states, Amtrak allows you to choose your
adventure.

CAMERA CUTS TO SPOTIFY STAGE

ANCR: Amtrak has teamed up with
Spotify to give you the chance to venture
out into the country with great tunes.

CAMERA CUTS TO CONCERTS AND

THE LOCATIONS WHERE THEY WILL
BE HELD

ANCR: Amtrak: Find your rhythm on the

rails

Video
Capture
Experience
Edited, 15
minute madefor-web
video
highlighting a
group of
young adults
as they
experience
the Amtrak &
Spotify
concert
series.

Budget & Scheduling

Budget

Train Wraps
Billboard
Co-Op Marketing
Print (Magazine)
Online Audio/Video
Video Documentary

Scheduling
January February March April May June July August September October November December
Co-Op Mktg
OL Audio
OL Video
Print
Billboard

Opportunities Await
Fisher needed to be reminded of the benefits he was giving up as he pondered his
possibilities. Amtrak offered him:

A unique and affordable experience.

The opportunity to see new sights only accessible by rail.
The opportunity to experience new music and new locations at the same time.

An iPod Shuffle of Adventures

Amber Sova: Expressive

Favorite Bands: In This Moment & The Pretty Reckless
Favorite Drink: Jack & Coke. Coffee, Coffee, Coffee.
Unique Fact: Ive been studying Norwegian for when I
travel to see my family in Norway next year! Tusen
Takk!
Jeff Pleva: Driver
Favorite Bands: Blink-182 & Red Hot Chili Peppers
Favorite Drink: Beer. All kinds.
Unique Fact: Can do voice impressions.

Zach

Amber

CEO

Nick

Insert Gypsy Group Photo Here

Nicholas Baryames: Analytical

Favorite Bands: Macklemore & Jack Johnson
Favorite Drink: Beer, more beer
Unique Fact: Have surfed in Los Angeles and Oahu,
Hawaii
Zach Gilbert: Analytical
Favorite Bands: Hozier & a-ha
Favorite Drink: Atwater Brewery Pumpkin Spice Latte
Unique Fact: Traveled to 36 states and Canada with
Amtrak for 30 days.

Our Conductors

Jeff

Its just the

Intro...
Any Questions?