Amtrak Brand Book

Amtrak

Contents

Section One The Amtrak Brand

Direction Analysis The Objective The Soul

Section Two Identity System

Typography Logo Color Photography

Section Three Brand Rollout

Phase One Phase Two Phase Three

The Amtrak Brand

Direction

Brand Keywords

Historic

Connection

Amtrak service began in 1971, we have a rich history of railways in America.

Our number one objective is to connect you to destination.

We intend to keep that history alive with the routes, stations and towns

Whether that is to friends and family or the vacation of

that Amtrak is already in, all while bringing our trains into the 21st century.

your dreams. Our job is to deliver you there safely and in style.

Innovative

Green

Amtrak innovates and is always looking for ways to improve.

In our curretn phase we are adding state of the art wi-fi, power

Amtrak is moving to an electric rail system with low

sockets, video screens and contactless ticketing into our trains.

to zero emissions. Making train travel the responsible choice in long and short distance traveling.

Revitalization

Diversity

Amtrak offers 21st century revitalization within all of our trains.

Our workforce highlights and fosters inclusion. Amtak

New sleeping quarters, food and bar cars and technology updates

highlights the people, the backgrounds, and experiences

all around. We also offer top of the line air circulation through

of the cities and neighborhoods we travel through each day.

all train cars to help with airborne pathogens per CDC regulation.

Safety

Inclusive

Passenger and Amtrak staff safety is important to us. We provide

Inclusive to the Cities that we serve, not just major

security officers on board and in the stations for any emergencies.

metropolitan areas but connections to smaller rural

We also provide first aid and medical kits on board everytrain. All long

areas so that all of America is served by Amtrak.

haul trains have a nurse on board for any and all medical emergencies.

Exceed Expectations

Pride in America

Providing assistance wherever it is needed, whether within stations,

Our number one objective is to connect you to destination.

the community or on the trains; exceeding the expectations

Whether that is to friends and family or the vacation of your

of the brand is important beacuse we are part of the community.

dreams, our job is to deliver you there safely and in style.

Economical

Alternative to Flying

To compete in todays travel market we need to have options for everyday

Choosing a high speed Amtrak train to get to your next destination

travelers and vacationing travelers alike. Not only to compete with car

for intercontinental travel is a great option and is more accessible

travel, flying, and busses via land but also other vacation travel options

in your city than driving long distances to an airport and waiting

like Eurail and cruise ships as options for people choosing vacations.

in long lines. We are pet friendly and can handle most pets on board.

Reliable

Stress Free

Our trains run on a high functioning schedule, are reliable and always

Reservations and Packages make travel stress free with 24/7

on time. Riders are also never separated from their luggage eliminating

concierge support. And all packages come with travel insurance

worries about lost or checked baggage while riding with Amtrak.

so you don’t have to worry if things go wrong during your trip.

Comfort

Timeless

New seats and beds have been added in all car classes for comfort

We know train travel is a very timeless experience. Although

throughout the train. All Night Trains offer single and double

Amtrak modernized, we still like to keep the authentic train

sleeper beds with the option of several with private bathrooms.

experience alive with touches from our history still in play

Air Conditioning is also updated throughout all train cars.

in our stations and with the experience you have here with us.

Preconceptions

Amtrak’s brand is reliability and prides itself on being able to get the customer from point A to B across the United States. The company stresses to customers that they should travel in the comfort of a train rather than battling the energy and traffic of automotive travel. The trains are sold as economical and safe. There is little to no focus on comfort modernization, or stress on using Amtrak in place of an airline.

Reality

Amtrak’s rebrand focuses on revitalization, innovation, history and comfort. The rebrand advertises many upgrades to the trains and train stations, including all up to date technology.

Amtrak has always been a reliable service on the continental United States, and will continue to be as we expand our brand into the future; which includes stops in Canada and Mexico.

Customer service will also be a focus. With all of the problems with the airline industry at this time, Amtrak is a welcome alternative for comfortable and stress free travel.

1970

1974

1978

President Richard Nixon signs the Rail

Amtrak and Greyhound meet and sign

Amtrak trains got their first sleeper

Passenger Service Act (RPSA), creating

the interline agreement. Customers

coaches. 70 sleeper cars with full

the National Railroad Passenger

are able to buy one combination ticket

bedrooms for long-haul journeys

Corporation, later known as Amtrak.

from any Amtrak or Greyhound agent.

in America’s heartland. The new cars are 85’ long, 10’ wide and 16’ high.

Timeline

1971

1977

1982

May 1st Amtrak begins service with

Amtrak and the federal government

Establishes a joint Labor/Management

184 trains a day and 323 stations.

partner to kick off the $1.75 billion

Productivity Council with a member from

Northeast Corridor Improvement Project

each labor organization representing

to modernize the mainline’s infrastructure

employees, an equal number of non-union members, and a public chairman.

1985

1997

2022

During the first quarter of Fiscal Year,

Amtrak.com allow customers to make

Amtrak rebranded as the future of North

Amtrak surpasses Eastern Airlines

reservations online. Online passenger ticket

American travel as the responsible,

to become the leading carrier in the

sales grow to $63 million or 5.1 percent of

comfortable and timless choice of travel.

Washington-New York City air/rail market

total automated ticket sales, in the first year.

1995

2001

Amtrak headquarters is divided into

Report issued by the government states

three Strategic Business Units:

that, Amtrak is carrying debt topping

Northeast Corridor, Intercity and West.

$3 billion, and has lost $944 million

A streamlined corporate headquarters

last year alone, despite a growing

remains in Washington, D.C.

ridership of 22.5 million passengers.

S.W.O.T.

Strength

Weaknesses

Brand Recognition

Preconception of Brand

Technological Advancements

Intercontinental Experience

Customer Service

Not as Fast as Air Travel

Comfort

Opportunities

Threats

High Gas Prices

Airline Industry

Affortable Comfort Travel

Railway Competition

Intercontinental Market

Speed Technology

Lack of Enthusiam for Air Travel

Strength Brand Recognition - As of 2022 Amtrak has the competitive

Customer Service - Amtrak is committed to making the

advantage concerning brand recognition due to an 84%

customer the priority. This commitment strives to become

market share in the North American locomotive market.

the bedrock of Amtrak’s brand, where customer service exceeds the expectations of the customer not just in the train

Technological Advancements - By launch of rebrand

industry but across all branches of the travel industry.

Amtrak offers the most technological advanced trains in North America on par with such brands as Network

Comfort - Amtrak has refurbished all seating

Rail in the United Kingdom. Fully compatible wi-fi,

focusing on customer comfort. More leg room and

in-seat television monitors which offer movies, live

double armrest is provided. Amtraks collaboration

tv, games, Augmented Reality windows, and much

with Bed Bath and Beyond provides all customers

more. Amtrak already has 66 electrical powered trains

with complimentary blankets and pillows.

with the goal of going fully electrical by 2035.

Weaknesses Preconception of Brand - Past customer reviews on

Not as Fast as Air Travel - Even with Amtrak’s High

Amtrak’s blog and other user review sites have highlighted

Speed Rail technology, travel by airplane still gets the

poor customer service and accommodations. Amtrak’s

customer to their destination faster. Focus on comfort

focus is to erase these customer preconceptions.

and amenities will help Amtrak to overcome this obstacle.

Intercontinental Experience - Weakness and opportunity for Amtrak. Marketing needs to reach new customers in Canada and Mexico. New infrastructure, tracks and stations, must be built and tested.

Opportunities Lack of Enthusiasm for Air Travel - With the

Affordable Comfort Travel - Amtrak brings comfort travel

shortage of pilots, numerous cancellations and delays

at an affordable price point. Though Amtrak is a private

of flights, a spike in lost customer luggage and poor

company, the United States government is majority share

customer service; Amtrak will fill the void of convenient,

holder, this allows for a consistent affordable price point.

comfortable, reliable and stress free travel.

Intercontinental Market - Amtrak is the first locomotive High Gas Prices - With gas prices impacting travel

company that offers stops in Canada, the United

and day to day life, Amtrak is the alternative way to travel

States, and Mexico. This expansion provides a more

far and close distances in lieu of automotive travel.

inclusive and larger customer base to the brand.

S.W.O.T.

Threats Airline Industry - While the airline industry controls the

Speed Technology - As other companwies explore

majority of the travel marketshare, they also offer a faster way

new technology such as Hyperloop speed travel,

for the customer to reach their destination. Amtrak stresses

Amtrak must continue to research and develop

comfort, flexibility, and price-point that battles this threat.

technology to stay on par and ahead of competitors.

Railway Competition - Other companies such as Brightline are direct competition to Amtrak.

Brightline focuses on speed and comfort travel, but has yet to become a market threat to Amtrak.

Analysis

Situational Analysis

V R I O

Value Economic price point for upper class feel

Rarity The standard in train travel with a transiton to all electrical trains

Imitability Technological advancements; state of the art advancements for state of the art travel

Orginazation Every aspect of travel works in tandem; from train station to arrival

Identifying Threats Alternative train services are a threat to Amtrak’s service. Airlines and automobile travel are the constant threat. Airlines have dominated travel throughout North America, Amtrak will convince the customer that Amtrak offers more comfort, less stress and a more enjoyable travel experience.

Bargaining Power of Buyers Amtrak will offer discounts and rewards/membership programs to entice and sustain customer growth.

Assess New Threats New locomotive start ups should be monitored. Although Amtrak has the advantage in market share as well as continental infrastructure across North America.

Collaborators Amtrak will partner with vendors relative to the goods Amtrak offers, which will include,not limited to, the: Wine and Spirits industries, Video Streaming Services (ie. Netflix, Hulu, ESPN+), Restaurant Chains, Toiletries Companies, Bedding Companies, and Social Media Influencers.

Climate Areas of concern/benefit that can directly affect the business and are out of the control:

•

Covid Restrictions

•

Natural Disasters

•

Work Shortages

•

Remote Workers

Competitor Evaluation Brightline - modernized trains with the big idea of being an alternative to air and auto travel.

Union Pacific - biggest competitor; offers trans-continental service.

Other Competitors: •

Canadian National Railway

•

Norfolk Southern

•

Valley Transportation Authority

•

Arriva

•

Genesee and Wyoming

•

Kansas City Southern

•

Metrolink

Competitors Amtrak controls 84% of the US train market. Amtrak’s biggest competitor is Union Pacific Corporation. who is the parent company to over 12 railways across the US. While smaller companies are considered threats with bullet technology that would modernize and speed up north American travel. One such company is Brightline West. Brightline West is instituting a project entitled Xpress West.

Xpress West has the goal of becoming the main alternative to automotive and airplane travel. Both of these companies are direct threats.

Customers Total Available Market (TAM) - Amtrak’s TAM are travelers and businesses shipping product across North America.

Serviceable Available Market (SAM) - Customers preferring an alternative to air and automobile travel and desire a stress free comfortable travel experience.

Serviceable Obtainable Market (SOM) - Avid travelers looking for adventure in travel and who prefer modern comfortablity. The journey is as important as the destination.

Direct Competitors

Brightline and the future

those areas, all with zero emission trains. They

Brightline West are train

also have an established line in the Florida

lines that are built or

area that is technologically advanced with High

being built in the United States currently. Their

Speed Trains, with Wi-Fi, charging ports, hands

strengths lie in the Economic and Environmental

free facilities, garage parking and more. Their

pushes that the company is looking to push going

weaknesses are that they do not have all the

forward with building high speed trains into

infrastructure created across the United States

heavily trafficked areas and helping to remove

to created longer interconnected experiences to

the need for cars in those areas or too and from

people who want to travel outside their range.

The California High-Speed Rail

to travelers as it will be a much faster train

is a publicly funded rail system that

making the journey from LA to San Francisco

is currently under construction.

in 2 hour and 40 minutes, rather than Amtrak’s

This line would provide high-speed service

current average of 10 hours and 18 minutes.

from Los Angeles up to San Francisco and over

However the train line is not currently completed

to Sacramento in a future extension. This line

and then have run into financial and estimated

would take a large number of customers from

time issues that could impact the completion

the West Coast Corridor line. The California

of the project. The advancement of high-speed

High-Speed Rail will be a very attractive option

lines it crucial to the success of Amtrak.

Competitive Analysis

Viarail is Canada’s

way up to a prestige class with individualized

Passenger train and

rooms and additional service. Weakness

although Canadian companies like Canadian

is although there are a range of options some

National Railway have lines in both Canada

of the packages are extremely expensive and

and the United States since they are freight

have a limited number of stops for exploration.

only they would be more of an Adjacent competitor. However as Amtrak looks to expand

Amtrak could provide travel all over the United

its market and pull in tourism from world

States to different climates, cities and views

travelers Viarail traveling through Canada

and with expansion could offer these options

is a direct competitor in North America.

plus a how lot more in both Canada and Mexico.

Viarail has a lot of wonderful offerings to

Making Amtrak an all inclusive touring company.

travel from economy and business class all the

Adjacent Competitors

Eurial sells Tain passes for Europe’s rail

is something of interest, people may choose to tour North

system. Since it is owned by 35 different

America or Europe. Eurail has an established strength of

rail systems they are all able to work

running high speed trails throughout Europe since 1970s

together to offer global passes for travelers to explore across

and continue to improve all the time. A weakness that

Europe. It is a similar model that Amtrak’s revisions want

they have is that the trains are all owned by different rail

to follow and being that they are not serving the same

companies and often will provide different accommodations

area they are not in direct competition. However as people

and experiences based on the train so it is not a consistent.

choose where and how to vacation if a touring rail trip

The California High-Speed Rail is a publicly

current average of 10 hours and 18 minutes. However the

funded rail system that is currently under

train line is not currently completed and then have run into

construction. This line would provide high-

financial and estimated time issues that could impact the

speed service from Los Angeles up to San

completion of the project. The advancement of high-speed

Francisco and over to Sacramento in a future extension.

lines it crucial to the success of Amtrak into the future and

This line would take a large number of customers from

finding ways to enhance the customer experience while

the West Coast Corridor line. The California High-Speed

keeping our mind on sustainable options that push us forward.

Rail will be a very attractive option to travelers as it will be a much faster train making the journey from LA to San Francisco in 2 hour and 40 minutes, rather than Amtrak’s

Royal Caribbean Cruises are an

in is option to just port city stops and after Covid

all encompassing travel experience

many people are concerned about being stuck a

on the water for travel to different

cruise ship with other passages who maybe sick.

locations in style with access to entertainment and all amenities. Many people

By providing more on board services like new

use Royal Caribbean to travel to different coastal

dining options and game or spa cars onto long

areas of North America allowing them to explore

haul trips would heighten the customer experience.

different places as they go along. They compete

Also looking at optional passes for travel on as

with Amtrak in areas of travel options and would

many trains as you like within a certain window

be a great market to pull long haul travelers

of time, which allows for flexibly of travel and

from. Royal Caribbean Cruises strengths are in

exploration along the way. And updating trains

its activities, amenities, dinning and port stops

and ventilation systems, as well as private train

along the way. The cruise line’s weaknesses lie

compartments there is less risk to your health.

Aspirational Competitors

Exxon Mobil one of the world’s

weakness is that many people are looking for alternative

largest publicly traded international

energy sources or ways to save money as fuel prices increase.

oil and gas companies. With the price of oil and gas on

Exxon Mobil has also been in the press for issues with oil

the rise, giving people an alternative to filling up their gas

spills and more recently for climate misinformation. Part

tanks for travel would be an aspirational market. Exxon’s

of the revitalization of Amtrak is moving to an electric rail

market share in oil has has the strength of accesibility just

system with low to zero emissions. Making train travel the

about everywhere. And because so many people drive it

responsible choice in long and short distance traveling.

is an easy option to be a self sufficient traveler and filling up your car at the local gas tank. However Exxon Mobil’s

While traveling from destination to

Train stations are in all major US cities as well as all

destination many people will book a hotel

interconnected small towns and can offer a bedroom

stay during a long drive between two locations or even

to sleep in while getting you to your final destination.

before or after getting and airplane because their “home

Amtrak also offers vehicle transportation for those needing

base” is far from the airport. Marriott’s strength is that

to drive their car at their final destination. By renovating

it is in most small and large cities making it easy to find

these bedrooms to be more spacious, modern and comfortable

with name recognition. They are also a brand known for

we can offer a great alternative to the Marriott Hotels.

a better quality hotel stay. The Marriott Hotels are however often over priced and travelers may have to go out of their way to get to one that is the closest on their route.

Southwest Airlines travels

dealing with airlines, airports and TSA

within the United States,

is not always the most fun way to travel.

Central America and a few Caribbean Islands.

Amtrak can offer an alternative to air travel,

A major of its destinations are the same

without all the hassle. By investing in high

locations that Amtrak services on the ground.

speed trains we can decrease travel time

It is a competitor by offering a different mode

between destinations and offering competitive

of transportation to the same locations. Southwest

price points we can cater to all budgets.

offers competitive priced air fare and fast

We also always take pets on our trains.

travel and great customer service. Southwest’s weaknesses are that although flying can be a fast way to travel, lost luggage and

Objective

Vision

Amtak’s vision highlights the historic nature of the railway. As well how Amtrak connects a diverse collective of individuals from cities, towns and rural areas all across North America.

Forward thinking: Changes to the ethos of the brand; technology in speed, fuel and ticketing need to be brought into the 21st century. Along with a focus on people; Amtrack connects people through travel from destination to destination and along the way, this travel needs to be faster and customer driven to create an exceptional experience.

Creative Brief

Why does our client need to advertise?

Who are we going to connect with?

To change preconceptions of the established Amtrak

The traveler, the commuter, the backpacker,

brand. To inform the customer of modernization,

the business person, the adventurer.

extended routes, the only way to travel.

What is the advertising going to accomplish?

What is the single most effective message we can tell them?

Amtrak is the the only way to travel. Whether a coast to coast

Amtrak has modernized and expanded routes

trip a 45 minute ride up the coast, first-class cart or coach.

making travel comfortable and easy.

What are the most insightful things we know about them?

What else is there to know that supports this message?

They want a stress free nostalgic, and reliable

With the added routes to Canada and Mexico, technological

way to get from point A to point B. Time is not

advancements at stations and on trains, entertainment

always of the essence but comfort is.

in all classes from coach to VIP cars; Amtrak aims to change the preconception as the archaic way to travel.

Personas

The Traveler

Motivated, Moving, Driven Age: 36 Work: Entrepreneur Relationship: Dating Location: Los Angeles, CA

DJ, model and business person, always taking meeting in LA. However more recently has been getting calls to travel to other citys in California, Nevada and Texas for jobs. Expoloring how best to travel because they don’t like going to LAX.

Goals

•

Finding travel options other than flying

•

Travel in style that is affordable

“I need to be able to make last minute travel plans and I hate flying.”

“There is nothing I hate more than traffic, it waste so much valuable time.”

The Business Person

Career and Family Orientated Age: 38 Work: Progect Manger Relationship: Married with 2 kids

Location: Arlington, Virgina Works in Washington DC and commutes to work from Arlington, Virgina everyday.

When driving, they sit in traffic for several hours and still has work to do when they get home. They want to leave work at work at enjoy spending time with their family.

Goals

•

Wants to cut down travel time

•

Wants to spend more time with family

•

Wants to be more green and not drive

The Influencer

Social Media Enthusiest Age: 26 Work: Content Creator Relationship: Single Location: Denver, Colorado

Content creator who makes videos and graphics for multiple platforms on several subjects.

They are currently focused on the travel industry, resturant reveiws and history.

Goals

•

Finding interesting and engaging content

•

Ability to always stay connected

•

Travel at Leisure

“I need to have internet when traveling.

And the ability to change travel plans.”

“I want to be able to work on school while commuting to increase productivity”

The Commuter

Multitasking Extraordinaire Age: 23 Work: Student/Bartender Relationship: Single Location: Philadelphia, PA

Student in Philadelphia studying engineering.

Bartends in the evenings and weekends and commutes from home to school and work each day. Loves what they do but has to maximize time efficiently.

Goals

•

Find ways to maximize time

•

Ability to stay connected to the internet

•

Save money as a student

The Soul

Always Moving Forward

Our Promise

Amtrak provides you with the best experience possible while traveling. Amtrak offers a stress free, comfortable environment no matter what seat you are riding. As we approach the 200th anniversary of the North American Railroad System we see the future of technology as an opportunity to innovate and run our trains on 100% renewable energy. We continue that innovation by updating onboard entertainment, internet options and ticketing services as well as bringing local stations into the 21st century. If your destination is into the big city we will get you there with speed and connectivity.

Or if you are headed across country we will take you there in style with scenic views and in comfort. We never stop moving forward.

Amtrak goes above and beyond

Amtrak is an ageless

Amtrak combines modern

to exceed our riders expectations.

experience for the current times.

travel with a side of nostalgia.

—Get on board

— Timeless

— Remember how good it is

Where you can travel in speed

A timeless experience for a

and comfort whether going to the

generation looking for adventure.

office or on a cross-country trip.

— Next stop?

— The Only Way

Amtrak is connecting North

Amtrak combines safety and

America, and bringing people together.

reliability with modern innovation.

— All aboard

— We’ve got you

Amtrak’s focuses on the rider, where comfort and speed are the ultimate goals.

— The stress free way to travel

The Heart

Amtrak is reliability, getting riders

Amtrak, the smart and

to their destination in comfort and

easy alternative to flying.

on time, while exceeding all expectations.

— Board. Relax. Enjoy.

— Outperforming for you

Never standing still, Amtrak’s expanded

Amtrak revitalizes train travel with

routes and top of the line technological

an economical, and innovative travel

advancements bring train travel into the future.

experience; while connecting North America.

— Always moving forward

— It’s time.

Amtrak Mission Amtrak provides the best experience for our customers and staff.

Working to offer a stress-free and comfortable option for travel, and building a better tomorrow through technology and sustainability.

All this, while striving to keep prices that are inclusive to all.

We never stop moving forward.

Identity System

Brand Rollout

Phase One

Social Outreach Online

Influencers on Social Media

Where is Amtrak Today?

Blogs from Amtrak

As we aim to change public perception

A Social media engagement campaign that

Amtrak’s website has a blog that highlights

of the brand, we are working with influencers

posts a photo or video outside the window

brand values. The blog covers topics such

on social media who specialize in travel

of the train each day and people on social

as innovation, history and our vision for the

content and or commute in cities to take

media guess where the train is; gives people

customer experience. It also covers topics of

Amtrak and record their experiences. They

an opportunity to see all the beautiful places

environmental responsibility, inclusion in

share their travels, inside cars, stations

that Amtrak travels and offers engagement

new train routes and access for everyone. As

and the experience of riding on the train.

with new and existing customers.

well as covering expansions of Amtrak into new countries all in 21st century style.

Social Outreach in the Community

Meet a Conductor

Sponsored School Field Trips on the Train

Paint a Mural

We want to meet the communities we travel

Amtrak sponsors train rides to and from

Our communities are important to us. Amtrak

through and get to know our neighbors.

educational events for kids in under privileged

is creating opportunities for local artists, by

As we get to know more about you, Amtrak

schools. Amtrak is furthering the growth of

showcasing murals painted on or near the train

understands that you and your family may

the children in our communities and provides

stations that depicts things about that community

want to know more about Amtrak.

access to a new generation of train riders.

and how the train connects them. Creating an inclusive space for all. Track the progress of the murals and have artists speak about their work via social media to create a larger following.

Connection Points

App Refresh

Website Refresh

Amtrak Travel Pass

The Amtrak App also has a fresh new

As we move into the 21st century our brand

All of North American offers a travel pass

look, featuring in App ticketing, passbooks,

is not reenergized without a technology refresh.

that allows riders to purchase a ticket to get

community centers and more.

Web designers are updating and streamlining

on and off the train as often as they would

our online services to be more accessible

like over a certain period of time. This pass

and easy to use for everyone that joins us.

is a perfect option when traveling on a sight

Survey In phase one we are starting a new customer survey program to actively get feedback from customers about there experience so we can follow up and make changes as needed, allowing for further communication with customers on preferences and interests as we continue through our roll out phases.

seeing vacation to have flexibility while traveling.

Amtrak Passport

Amtrak Instagram, Facebook and Twitter

Augmented Reality filters with (geo tagging)

Amtrak Passport is a new addition to the Amtrak

Our verified social media feeds allow us to stay

In todays digitally connected society, sharing

App. Here customers can check in and get

connected with customers. Allowing for active

adventures with friends and family is the way

a stamp in their mobile passport at every Amtrak

engagement to host contests, share photos

we all stay connected. Amtrak is making that more

station. Each stamp is designed for the city or

and videos, and to receive user feedback.

fun and customizable with Augmented Reality

town of the station. Customers are able to get

Filters in Instagram and SnapChat. By using

rewards or SWAG for station visit milestones.

Geo Tagging technology when Amtrak riders

Once all Stations are visited customers are

are at stations or connected to the train’s WiFi

rewarded with special items and a free ride.

network they will be able to access specifically designed filters for their Amtrak travels.

Advertising

Staying Connected Campaign

Print Awareness

“Work while commuting without the traffic”

Connecting people is what we do, and we know

Amtrak is bringing awareness through

This is specific to a Billboard Advertisement

that family both immediate and extended are

print ads to our target consumers. For the

over busy freeways in metropolitan cities

important in all the cultures we service here

traveler, Amtrak is partnering with travel

where there maybe many commuters sitting

in North America. Our trains run from town

magazines and food and wine magazines,

in traffic. We are offering commuters

to town, city to city connecting millions everyday.

for the adventurer publications such as

a smarter way to travel to and from work with

We are always moving forward and will never

National Geographic; for the business person

Amtrak, getting them out of traffic and onto

stop our mission of bringing people together,

magazines such as Business Insider; and

the train where there is high speed internet

whether that is during their train rides, at there

for the tech crowd technological magazines.

access to keep them working on the go.

destinations or maybe even connecting to your own history through the places that you go.

You are always apart of the Amtrak family.

Physical Spaces

21st Century Comfort

Digital Billboards with Language Translations

Weight Sensors

All of our trains are remodeled with new

Amtrak runs through the United States

Weight sensors that are sent back to the

seating, updated high speed wireless networks

and is expanding into Mexico and Canada

train in road and train path crossways. This

on the train and new entertainment screens

where there are many languages spoken.

would alert the train of something on the

with built in bluetooth in every class seating.

We want to make sure that everyone has

tracks in the distance and begin to auto slow

accessibility through the website, app and

the train in order to prevent an accident.

signage to navigate our spaces. Digital signage

This would only be triggered if the weight

allows for inclusivity of language and culture

stayed on the tracks and did not move.

because it is ever changing and updating.

Physical Spaces

Renewable Energy

High Speed Trains

All Trains and Train stations run by Amtrak

This is a rolled out approach that is mostly

have the ability to run on solar, hydro or wind

limited to the United States East and West

power and were converted to renewable energy.

Coast line to start and then moving into non

This is one of our main priorities as we make

Mountainous city regions of Mexico and

a pledge to be carbon neutral and to give energy

Canada. Trains lines that are not upgraded

back to our communities in 10 years with a goal

to new high speed rail are upgraded with

of 80 percent neutrality in 3 years. This is a

luxury sleeper, first and coast class cars for

measure we take seriously toward our future, not

better scenic viewing and leisure rides.

only the future of Amtrak, but of a clean world and a renewable energy future for transportation.

Options for buying tickets in Debit or Cash Terminals

3D Printing New Train Parts

Ticket buying options through debit and Cash

By using 3D print technologies it reduces

terminals that use reusable tickets or offer

the time, cost and allows greater access to

QR codes for smart phones. This is must for

recycled materials in the printing process.

riders that do not use credit cards or do not

Many train parts are very custom and

have smart phones. A large part of Mexico’s

this allows parts to be printed quickly as

population does not use a formal banking system

needed to keep trains up and running.

and relies on cash. This allows for a green and technological option while still using cash.

Meet a Conductor

We want to meet the communities we travel through and get to know our neighbors.

As we get to know more about you, Amtrak understands that you and your family may want to know more about Amtrak.

Our Conductors not only drive our trains but they are the Ambassadors of our brand and are here introducing themselves, answering questions about the trains and our history. Once a week throughout the year, select cities and towns will have a conductor at the train station to answer questions and give tours to groups and individuals.

In todays digitally connected society, sharing adventures with friends and family is the way we all stay connected. Amtrak is making that more fun and customizable with Augmented Reality Filters in Instagram and SnapChat. By using Geo Tagging technology when Amtrak riders are at stations or connected to the train’s WiFi network they will be able to access specifically designed filters for their Amtrak travels.

San QR Code

AR Filters With Geo Tagging

Web and Mobile

Staying Connected

Connecting people is what Amtrak does, and we know that family, both immediate and extended are important in all the cultures we service here in North America.

Our trains run from town to town, city to city connecting millions everyday. But we are always moving forward and we never stop in our mission to bring people together, whether that is during their train rides, at there destinations or maybe even connecting to your own history through the places that you go.

You are always apart of the Amtrak family.

Renewable Energy

All Trains and Train stations powered by Amtrak will have the ability to run on solar, hydro or wind power and will be converted to renewable energy. This is one of our main priorities as we make a pledge to be carbon neutral and giving energy back to our communities in 10 years with a goal of 80 percent neutrality in 3 years. This is a measure we take seriously toward our future, not only the future of Amtrak, but of a clean world and a renewable energy future for transportation.

Phase Two

Social Outreach Online

No Car Contest

Share Your Best Amtrak Story

Amtrak holds a contest for someone to give up

We want to hear your stories and know about

driving for 30 days and only use Amtrak. People

your amazing Amtrak train adventures.

will enter via social media and explain how and

On Instagram and TikTok users can send

why they are up for the challenge of giving up

in a short video showing or telling a story about

their car. The person will be given a 30 day pass

their best experience with Amtrak. Stories can

to Amtrak and will post of social their experiences

be told in photos, videos, told vocally or with

on Amtrak to learn more about the services

stop action; if you can dream it we want to see it.

and offerings and how easy it is to use Amtrak to get around. This could also be done for someone to live on an Amtrak train for 30 days.

Advertising

Create Ad Campaign with Posters

Billboards at Metro and Other Transit Stations

“Alternative to Flying” Commercial

Use same “Alternative to Flying concept and

“Where will you go next?” Many people

Create comical TV commercial that highlights

make it into a series of posters of how much

in Mexico City, New York, Toronto and

all the frustrations of flying, taking a cruise,

more relaxing and comfortable it is to take the

other major cities travel via public transit

a bus, or even a car. This is done as a comparison

train. This is also paired with “Alternative to

this is a great opportunity to highlight a way

with lots of different modes of transportation.

driving” or other types of transportation.

to continue traveling on the weekends, as a

Cut to someone rolling their luggage onto an

get away or even as an alternative to driving.

Amtrak car, finding a seat, spreading out and

Travel or Train Expo Booths Having a booth or speaker attend Travel or Train Expos or Conferences to promote and speak to the changes in Amtrak. Having representatives able to answer questions, show a model train, feature new technology and book tickets on the spot for travelers.

reclining to relax in a fully electric train car.

Swag and Collectibles

Collector Train Cars

Kids mementos

Amtrak Coffee Mugs

Amtrak already has a large collection of model

Just like kids used to get wings on an airplane

Have our customers advertise for us with Amtrak

train cars that have been produced in the past.

when flying, our staff and conductors would

branded reusable coffee mugs. These can be

With the rebranding we were produce a new

be able to give out one of a kind keepsakes to

purchased from Amtrak at Stations or on select

line or model cars for new high speed trains.

kids that ride with us on Amtrak. Either a special

trains and can get one free cup of coffee per

Working with model train experts like California

collectors pin or train whistle that they could

day using the cup and scanning the app. People

company BlueRail Trains we could make

keep as memento of their time on the plane.

will then walk to work or other places with their

sure all trains had top of the line bluetooth

coffee mug with the Amtrak logo and there

controls, lighting and circuitry to take the

is less waste being created as we go green.

models into the 21st century with our brand.

Experiences

Connect with Mexico City Metro

Train Tours Specific to Cultural and Historic Sites

Food Delivery

Mexico already has a large scale train system

Special packages that offer tours of cultural and

If seats are assigned in the app this would

in Mexico City. Amtrak is working along side

historic sites throughout North America. That

also allow passengers with assigned seating,

Mexico City Metro to provide train services

allow people to explore their own culture, this is

to order food within the app, stay at their

to touring areas outside Mexico City.

also a way to bring access and shine a spotlight

seats and have food delivered to them.

on those culturally significant places for tourism.

This is great for passenger congestion in the dining car, lines and people worrying

Seat Allocation Ticketing within App

Train Dining Experiences

This allows train passengers to pick their

North America as a whole has some amazing

seats, in the App before boarding the train,

food, Having a dining car or dining experiences

so they get the seat that they want. Perfect

that feature local foods and employ local chefs

for families, friends or colleagues to block

that offer one of a kind experiences to taste the

off seating for everyone in the group.

local cuisine of the area you were riding through.

about leaving their bags unattended.

Physical Spaces

New Standard Air Ventilation Systems

Safety Drones

Greetings at Every Station

Working with the CDC we are installing

Amtrak will mobilize drones when there have

This can be in the form of banners, an official

and remodeling all trains with a new

been large weather events in the area. The

greeter or a conductor. Social politeness is

ventilation system that is constantly pulling

drones can be sent ahead of the train to search

important in Mexican society and can go a long

air from the outside in and pushing air

and detect objects on the track or dangerous

way to creating a strong first impression. This

out recycling it through HVAC filters to

situations that would impede the train from

can also be a great way to provide wonderful

provide peace of mind while traveling.

getting to its final destination safely.

customer service in all of North America.

Autonomous Trains

Wireless charging ports

Private Lounges

Using learning algorithms and neural networks

Wireless Charging ports at every seat for

Offering a private lounge area that are only

set in the tracks, AI can be introduced to optimize

phones and other devices to charge while

accessible to the business class or sleeper classes

drive time, scheduling, and provide information

you are working without needing to unpack

of the train and are a way to create different

on track and train maintenance as it sees issues

cords to plug in for power while working.

levels of service offering something for everyone.

in drive times and other predictive models.

Making the trains more reliable, accurate and safe.

Sleeper Cars

Vehicle Car

Partner with Local Artisans

Amtrak’s expansion of sleeper or luxery cars.

Amtrak will be adding in a vehicle car to our

Across North America we want to celebrate our

Our high speed trains will stay near the coast

long haul rides. These cars will hold Motor

communities by partnering with local artisans.

lines, allowing us to offer luxury trains with a

vehicles and motorcycles for passengers that

The stations will have specific pieces in them

slower pace to take in the beauty of North America

want to drive once they get to their destination.

that are only crafted from local artisans. Like

in style. These cars offer improvements in sleeping

This offers versatility to people traveling

works of hanging art, train station clocks, and

quarters, new mattresses and private bathrooms.

that may want to split up their road trip.

other wares that tell a story of the community.

Partnership with licensed taxis in Mexico

“Como México No Hay Dos”

Many taxis in Mexico are not licensed

Mexican citizens have pride in their countries

or maintained. Partnering with

cultural depth. Amtrak is highlighting that

licensed taxi companies would allow

cultural uniqueness by hiring local artists.

for reliable transportation for people leaving Amtrak stations in Mexico.

Como México No Hay Dos

There is none other like Mexico Mexican citizens have pride in their countries cultural depth. Amtrak is highlighting that cultural uniqueness by hiring local artists to paint billboards and community murals for advertisement, photographers to take photos of dancers on train platforms and local artisans to create items for display at the stations for all to see. Each station becomes a cultural beacon for the community and a way for visitors to immerse themselves in the local Mexican culture.

Mexico City Metro

Mexico already has a large scale train system in Mexico City. Amtrak is working along side Mexico City Metro to provide train services to touring areas outside Mexico City. As well as provide transportation access into the main city transit lines. This will allow for greater access to for many that ride the train as the Metro is the main point of transportation in Mexico with approximately 5 million riders per day. We will provide service until midnight and our solar powered lights stay on well into the night to make sure that that all our passengers have a safe place to wait until their next form of transportation can arrive.

Share Your Story

We want to hear your stories and know about your amazing Amtrak train adventures.

On Instagram and TikTok users can send in a short video showing or telling a story about their best experience with Amtrak. Stories can be told in photos, videos, told vocally or with stop action; if you can dream it we want to see it. If we choose your story, you will win round trip tickets to anywhere Amtrak travels in your country for you and a friend. Stories chosen will be used and compiled to create advertisements for Amtrak. Including posters, TV ads, Social media ads, testimonials and more. We can’t wait to see what our customers create.

Safety Drones

Amtrak mobilizes drones when there has been severe weather events in the area. The drones can be sent ahead of the train and search and detect objects on the track or dangerous situations that would impede the train from getting to its final destination safely. The drones provide the train ample time to stop, to reroute or provide delay times or any issues. Giving passengers more information for their travels and providing the ultimate safety.

Phase Three

Social Outreach Online

Where Should Amtrak go next?

Cultural Specific Social - “The Quinceanera”

Pro-Tips Social on App

We are holding a social media contest to see

A Social campaign for girls to post photos

A place on the Amtrak App that allows

what town to connect to our Amtrak line

and videos of themselves getting to their

you to share your experiences, ask questions

next. This contest is North American wide

quinceanera on the train. The girl with the

of other users and learn best tips of how

and is specifically for towns that do not have

best photos and story wins a dream quinceanera

to make the most of your travel.

access to Amtrak and would like to see a

where all her friends and family are brought

passenger train come through their town

to the train station in style and are able to have

or city allowing them to be more connected.

her party in the event space at the Station.

Connection Points

Tour Guide

VR - Train station

Social Function on Amtrak App

Have you ever been traveling and thought,

Amtrak provides a VR “station” portal through

Amtrak is launching a new social feature on

“I wonder what that is outside my window?”

our website. This portal allows Amtrak

the Amtrak App to meet up with other Amtrak

Well maybe you won’t have to. Amtrak’s Tour

users to meet with virtual customer service

riders. This service allows you to get pro tips

Guide is available via devices at seat locations.

agents, as well as a virtual train station where

and build a community of people as you ride

they will be able to interact with other users

the train. This is a great way to connect with

and play fun games promoting the brand.

people on your daily commute or while traveling

Photo to Amtrak (can we get you there?)

Using photo Recognition software, upload a photo of anywhere in North America to the Amtrak website and we will find the location of the place and tell you what trains will get you there or closest to the location.

Great for planning the perfect get away.

and only other passengers have access.

Partnerships

Localized Entertainment

Advertise with City or Event to ride Amtrak

Festival Tickets

Entertainment on trains, like movies and

Amtrak will work with cities and large events

There are several major festivals and cultural

music provided on screens would have a

to advertise as the official transportation.

events throughout the year throughout North

combination of Hollywood based movies but

Because taking the train is the best way to get

America. Amtrak will have special tickets

also music and movies that are translated to

to or from specific places that may not be car

and run additional trains during these days

different languages and offer entertainment

or plane friendly. This would be to target our

to connect more people to large events.

options from other cultures as well.

casual traveler that doesn’t use the train as often.

Hallmark Movie

AI Assistants

Guest Blogs for Amtrak

Amtrak is starting an exclusive partnership with

Partnerships with Apple, Google or

Work with blogs, websites or magazines

Hallmark Channel to make several destination

Amazon to have their AI assistants (Siri,

promoting Amtrak blog content. Features

based movies featuring Amtrak over the next

Alexa) able to quickly pull up Amtrak

include stories like 17 things to do on Amtrak

several years. The first two movies to premier

schedules when asked so trains can be

Trains, Best Places to Visit via Amtrak,

will be “Love on the Rails” and “Love off Track”

found and booked through AI assistants.

or Best Times to Travel on the Train.

Partner with Uber/Lyft in the US and Canada

Become “Hollywood” Friendly

Trade Shows

Exclusive partnership with a ride sharing

Many people including international travelers

Trade Shows are incredibly popular with more

company to have drivers near the train station

learn about fun things to do in America

than 1500 trades shows per year in Mexico

when trains arrive or directly alert drivers

by what they see in the movies or in the

and 13,000 in the United States. A hospitality

that you need a ride from the station and they

media. With visibility of high speed luxury

trade fair is a great place to advertise and

can get updates on when the train will arrive.

trains in movies, TV and commercials more

promote, but also Amtrak will sponsor rides

Allowing you to have a night out on the town

people will see Amtrak as a viable option

from airports and other major locations to trade

and get home without needing to drive.

for travel through North America.

shows as a way to show what can be offered.

Community Partnerships

Public Service Anouncement

Partnerships with Local Conservation Groups

Fresh filtered water in every station

Working with non-Profit groups to create

Conservation groups, fisherman, artists

Free filtered water in every station provided

PSA advertisements directed toward drinking

and indigenous people are groups that have

for Amtrak riders. Areas of North America

and driving using Amtrak as an alternative

setup sustainable tourism options like whale

and especially parts of Mexico are known

way to get home safely from a night out.

watching tours, education and healing centers,

for undrinkable tap water. All Amtrak stations

rainforest walks or artist workshops. Amtrak

will have filtered water that can be filled

Recommendations

will work with groups that are conserving the

with reusable water bottles in the stations.

When a customer rides with Amtrak we

environment as well as culture and allow them

can begin to compile more information on

to advertise their experiences in the stations

where they travel, what times, what days of

and Amtrak can be featured in their centers.

the week and send weekly recommendations to offer other trips that might interest them at a lower rate or deals to encourage travel.

Advertising

Flash Sales

Safety First

Print Advertising International

Create times when certain routes go on sale for

Although not a fun topic, many American

Print Advertising in International Travel

specific dates to create hype and excitement. This

and International Travelers worry about

magazines and blogs posted in other

can help provide economical options allowing

the crime rates in areas where the train may

languages to entice International travelers

more people to travel during off peak times.

pass through. Creating “funny/serious”

looking for a way to see North America in

advertising about how not to act on the train.

luxury. Offering packages that include food,

“Let us drive you home”

Highlighting the safety measures that Amtrak

drinks and adventures along the way.

People leaving functions, shows, dinners

has in place for customers’ and staffs’ safety.

in cities and instead of getting a hotel for the night and spending extra money or driving home in the dark. Amtrak can drive you close to home in comfort.

Hallmark Deal

Amtrak is starting an exclusive partnership with Hallmark Channel to make several destination based movies featuring Amtrak over the next several years. The first two movies to premier will be “Love on the Rails” and “Love off Track” with two holiday movies to follow titled “Holiday Express” and “Train to Tinsel Town”.

We are creating a sense of magic and joy around the train and to explore the adventures that can be had on the train. As Amtrak expands into Canada where Hallmark movies primarily films it has given us this opportunity to partner with them to showcase the timelessness of the train.

Movies

Amtrak Social

Amtrak is launching a new social feature on the Amtrak App to meet up with other Amtrak riders. This service allows you to get pro tips and build a community of people as you ride the train. This is a great way to connect with people on your daily commute or while traveling and only other passengers have access. This allows people to have meetups in places they are going or plan adventures along the way.

For safety your Amtrak ticket information verifies your user. You do not have to connect to the social feature and you can choose to share only what you wish. However for people who want to connect with other passengers and create meetups this is the perfect means to meet other travelers traveling your way.

Tour Guide

Have you ever been traveling and thought, “I wonder what that is outside my window?”

Well maybe you won’t have to. Amtrak’s Tour Guide is available via devices at seat locations. As you ride the train you are able to tap into a navigation system that uses GPS and Neural Network of A.I. in the tracks and depending on what side of the train you are sitting on the tour guide is able to tell you what you are looking at out your window.

Great for long trips as you are guided for hours through different landscapes of North America. Perfect for scenic tours in historic or culturally rich areas and alsol provides hours of entertainment for passengers.

Where Will Amtrak Go Next?

Amtrak is holding a social media contest to

partnerships and investments in the years

see what town to connect to our Amtrak line

ahead. This contest is a way to create excitement

next. This contest is North American wide

and see what line to create for the future.

and is specifically for towns that do not have access to Amtrak and would like to see a

People that enter the contest need to create a

passenger train come through their town/city

video telling why their city is the best to have

allowing them to be more connected. Union

Amtrak, how it would make a difference in

Pacific, Viarail, Canadian National Railway

their city and get as make people as possible

and Mexico City Metro currently hold rail

to like, comment and repost their entry. The

line infrastructure in towns that Amtrak is

winner will get a round trip ticket on Amtrak

not available this is a great opportunity for

to anywhere they want and their town or city

Amtrak to see where there is interest and what

will be the first on our list of future stops.

©2022 Nicole Mitterer, Ernie Sanchez

All content for Amtrak: Brand Guidelines was conceived, designed, and produced by Nicole Mitterer and Ernie Sanchez.

The only exception is the Brand name.

Research and strategy by Nicole Mitterer and Ernie Sanchez, art direction and design by Ernie Sanchez, copywriting and editing by Nicole Mitterer, photography by Nicole Mitterer.

Design Consultation Roger Muller ADV 370 Brand and Branding Academy of Art University

Some of the photographs and images were downloaded from iStock and are used in accordance with the License as specified on that website at the time of printing. This book is a non-commercial work produced as a student project for educational purposes, and as such is considered a derivative work under the Fair Use Clause of the US Copyright Law.

Manufactured in the United States of America.