CHALLENGE

The COVID-19 pandemic led to the complete shutdown of Amtrak’s Adirondack route, a vital link between Northern New York and Montreal, Canada. This iconic line, known for its scenic beauty and economic importance to communities along the route, remained dormant for over three years due to border restrictions and reduced travel demand.

In early 2023, as travel restrictions eased, Amtrak faced the daunting challenge of not only restarting service but also rebuilding awareness and recapturing ridership in an extremely compressed timeframe of just three months. The route had lost visibility during its extended hiatus, and potential travelers had established alternative transportation habits during the shutdown period.

Moreover, the campaign needed to appeal to diverse audiences on both sides of the US-Canadian border, requiring bilingual messaging and culturally relevant marketing approaches to effectively reach all potential travelers.

GOALS

The primary goal of the campaign was to increase ridership from Montreal to New York State, with a secondary focus on boosting ridership from New York City to Montreal and all intermediate stops along the 381-mile scenic route.

Specific objectives included:

• Generating awareness that the Adirondack route was operational again
• Highlighting key destinations and attractions along the route
• Driving ticket purchases across multiple demographics
• Establishing the train as a superior alternative to driving or flying (no middle seat, free Wifi)
• Rebuilding the route’s reputation as a premier travel experience

STRATEGY

We developed a comprehensive, multi-channel approach to drive interest and ridership on the Adirondack line. The campaign was anchored by the engaging tagline “Your Next Adventure? It’s Just An Amtrak Away,” which positioned the journey itself as part of the vacation experience.

Our creative approach highlighted the diverse experiences available along the route:

• Culinary adventures in both major cities and charming towns
• Cultural attractions including museums, historical sites, and performing arts
• Outdoor recreation opportunities throughout the Adirondack region
• Scenic beauty of the Hudson River Valley and Lake Champlain
• Urban exploration in Montreal and New York City

SOCIAL MEDIA

Our social media strategy leveraged bilingual (English and French) ads on Facebook and Instagram to effectively communicate campaign messaging and drive action across the diverse NYC-Montreal audience. Content was carefully crafted to appeal to both American and Canadian audiences, with messaging tailored to each market’s specific interests and travel patterns.

TARGETED DISPLAY + VIDEO

Our targeted display and video strategy delivered campaign messaging to travel intenders with precision, spanning the Adirondack line from New York City to Montreal, including key stops like Albany, Saratoga Springs, and Plattsburgh.

EXECUTION

The campaign launched in early spring 2023, timed to coincide with the reopening of the route and positioned to capture summer travel planning. Creative assets emphasized the unique selling proposition of train travel: the ability to enjoy the journey without the stress of driving or the hassles of flying.

Media placement strategy prioritized reaching audiences during key decision-making moments in the travel planning process. The campaign maintained consistent presence across channels while allowing for tactical flexibility to optimize performance throughout the three-month period.

RESULTS

The campaign delivered exceptional results, exceeding expectations across all key metrics:

• Over 1.7 million impressions served to travel intenders in New York State and Canada
• The social media campaign alone drove nearly 6,500 conversions
• ROI for this campaign was nearly $500,000 in ticket sales on the Adirondack line