Amtrak has launched a TV and out-of-home campaign for its Acela Express that emphasizes customer convenience and comfort.
In addition to 30-second TV spots and print, the effort relies on taxicab advertising, a mobile game and online iterations.
Developed by Arnold's McLean, Va., office, the campaign targets business travelers by playing up the legroom, electronic outlets, food choices and convenient city-center-to-city-center service offered by the train.
"With all the travel hassles, heightened security and dwindling in-flight services, passengers are losing some of the basic rights such as room to stretch or to take your shoes off," said Woody Kay, agency managing partner and chief creative officer.
Print kicks off the push, with ads themed "You have the right" scheduled to run through April in The Wall Street Journal, The New York Times and select business publications along the Northeast corridor. TV spots launch Feb. 2 in Boston, New York and Washington, D.C., and will run through mid-March.
Between February and April, a 30-second Acela spot will also appear on 2,000 video screens in NYC cabs. Online banner ads will appear on sites including Weather.com, NYTimes.com, Google, MSN, Yahoo, SmartMoney.com, Ji-Wire and FoxNews/Busines.
In addition, Amtrak's "All Aboard" game -- a variation on the popular title "Snake" -- can be downloaded to mobile devices.