Professional Documents
Culture Documents
Amtrak Case
Amtrak Case
History
Art
Music/Concerts
Traveling
Favorite Bands Include:
Blake Mills
Americana/Folk
Possibilities:
Personal Automobile
Key Problem:
Young travelers often overlook
Amtrak as a way to travel for
their adventures/vacations; as a
result, Amtrak is experiencing a
loss of market share among the
target age.
How do we make 44 year old
Amtrak young again?
Our Passengers
Key Demographics
18 - 28 year olds.
Music Aficionados / Concert Goers
High School Graduates / College Attendees / Recent College Graduates
PI: $20,000 - $50,000 Annually
Low Homestead Responsibilities
No dependents
No spouses
No mortgages
Spring/Summer Break
Recent Graduation
Empty Semester
Adventure
Seekers
Inquisitive
Music
Trailblazers
Ramen
Economical
World Travelers
Pilgrims
SWOT Analysis
Strengths
Dominance in Market
Unique Service/Sightseeing Aspect
Flexible Schedules/Multiple Trains per day
Locations-travel through the US & DOC
Pricing cheaper than flights
Weaknesses
Traveling takes longer
Often late
Has to meet with their public service mission
Not available in every continental state
Business is seasonal
Opportunities
Partner with concert series through Spotify
Create affordable multiple day/week bundles
Emphasis on superior comfort during traveling.
Package deals based on exploring specific regions
within states/outside borders
Rewards program based off miles traveled on new
adventures/cities visited.
Threats
Current economic condition still doesn't support
leisurely travel.
Discount airlines.
Stricter safety restrictions from the FRA.
Automobile travel.
Loss of federal support.
Competition
Airplanes
Car Rentals
Buses
Creative Direction
Genre Tours
Alternative: CHI - SEA
Rap & Hip Hop: CHI - SFC
Rock: CHI - LAX
Folk: CHI - SAS
Country: CHI - NOL
Pop: CHI - MIA
EDM & Electronica: CHI - NYP
Print (Magazine)
General Info:
Important Info:
Billboard
Locations / Taglines
Seattle: Full of dreams to last the
years, in Seattle - Perry Como
San Francisco: I lost my head in San
Francisco - The Mowglis
Los Angeles: Los Angeles, hit me at
the heart of this - Mat Kearney
San Antonio: And rose, my rose of
San Antone - Patsy Cline
New Orleans: Down the Mississippi
down to New Orleans - Blues Brothers
Miami: Im goin to Miami, Welcome
to Miami - Will Smith
New York City: Theres nothing you
cant do, Now youre in New York Alicia Keys
Spotify
Amtrak
Ticketmaster
Artists/Record Labels
Audio/Digital E-Marketing
15 - Second
Pre-Roll
Ad
CAMERA CUTS TO YOUNGER
PEOPLE WORKING IN A STRESSFUL
OFFICE JOB ENVIRONMENT.
ANCR: Its time to take a break from the
daily grind
Video
Capture
Experience
Edited, 15
minute madefor-web
video
highlighting a
group of
young adults
as they
experience
the Amtrak &
Spotify
concert
series.
Budget
Train Wraps
Billboard
Co-Op Marketing
Print (Magazine)
Online Audio/Video
Video Documentary
Scheduling
January February March April May June July August September October November December
Co-Op Mktg
OL Audio
OL Video
Print
Billboard
Opportunities Await
Fisher needed to be reminded of the benefits he was giving up as he pondered his
possibilities. Amtrak offered him:
Zach
Amber
CEO
Nick
Our Conductors
Jeff