Mering Celebrating Train Travel

Shop Luring Californians Out of Their Cars
SAN FRANCISCO-Mering & Associates touts the perks of riding trains for business and pleasure in a new campaign for the California Department of Transportation’s Caltrans division in partnership with Amtrak.
The statewide effort, which broke last week, is supported by more than $4 million in media spending from Caltrans, Amtrak and the Capital Corridor Line.
The campaign includes TV, radio and print, and uses the tag, “Amtrak. The way to go.” The work focuses on Amtrak’s daily service and the Pacific Class and reserved service on its San Joaquin and San Diegan lines.
“Getting people to ride the train in California is challenging because it’s difficult to get them out of their cars,” said Dave Mering, president and creative director of the Sacramento, Calif., agency.
Three TV spots (one is for the Hispanic market) show people riding Amtrak. In one, a woman is having a glass of red wine, while another woman happily plunks several shopping bags down in the seat next to her.
A voice says, “When you upgrade to Pacific Class, refreshments are not limited to tiny bags of peanuts … and nobody cares if you have more than two carry-ons.” -Jane Irene Kell