With a strong retail focus, Amtrak was desirous of developing plans that were culturally relevant and meaningful to specific lifestyle segments.

A one-day planning and ideation session was conducted among key clients to include Brand Director, Regional Directors, Multicultural Agency, Agency of Record Account and Planning teams. Goals and previous learning were shared prior to a structured strategic ideation session.

A range of actionable ideas were created that provided a relevant connect to prime target segments and delivered an emotional incentive to choose Amtrak over faster modes of travel. The ideas generated were easily converted into marketing plan components.