Caltrans Retains Glass/McClure

After a man datory review, Glass/McClure will continue to handle the California Department of Transportation’s Amtrak Intercity passenger rail service account, state officials confirmed. The business is worth $5 million over the next two years.

The Sacramento agency, which has handled the account since October 2000, hung on to the business following the biannual review. The other finalist was Di Zinno Thompson in San Diego. Seven shops initially responded to the RFP.

“They were the most qualified, with the highest amount of points,” said Caltrans contract analyst Debra Williams. “After reviewing their technical proposal, cost proposal and oral interview, they were selected.”

Work will include TV, print, radio and outdoor ads, as well as public relations, said Bill Girvin, agency director of partnership programs. The primary goal will be to increase ridership and revenue, he said. Media will be handled by Initiative Partners in Los Angeles.

Glass/McClure is charged with promoting ridership for three train lines: the Amtrak San Joaquins from Sacramento to Los Angeles; the Amtrak Pacific Surf liner from San Luis Obispo to San Diego; and the Amtrak Capitol Corridor from Sacramento to San Jose, Girvin said.

Previous ads have used the tagline: “Take the train for a change.” Agency account supervisor John Taylor said a dramatic change in creative is not likely.

Founded in 1991, Glass/McClure also handles state accounts such as the California Department of Boating and Waterways and the California Department of Consumer Affairs’ Bureau of Automotive Repair.