Arnold Worldwide focuses on amenities with new Acela campaign

» Job: Design an advertising campaign for Amtrak’s Acela trains that will increase ridership and revenue and grow Acela’s market share inthe northeast corridor.

» Agency: Arnold Worldwide, McLean office

» Theme: Arnold has been designing campaigns for Amtrak for four years and updates the look seasonally. This season’s theme focused on Acela’s amenities, not where the train travels, which had been the focus of the previous campaign.

» The Concept: The campaign was designed with the upscale business traveler in mind, particularly men ages 35 to 54 years old. Arnold tapped Christoph Niemann, a longtime New Yorker illustrator, to design the print ads. Each one features a silhouette of a traveler and headlines that remind consumers of the amenities Acela offers.

For example, one ad has text that reads “Headroom. Legroom. Breathing room.” Another appeals to consumers’ romantic side with an illustration of a couple in the dining car and the headline “The cure for ‘We never talk anymore.’”

» The Plan: Because Amtrak is already a well-known brand among consumers, Arnold needed to specifically target potential customers that were already planning on traveling. The campaign, which launched the print component earlier this month, focused on ad placements in D.C., Boston, New York and Philadelphia. Arnold bought ad space in major newspapers, business journals, regional magazines and major television networks. In addition, an interactive segment will include banner ads and ads sent to mobile phones. The television portion is scheduled to begin running Feb. 26 and the interactive portion will kick off in March. The entire campaign will run through May.

» Creative Team: Pete Favat (chief creative officer), Woody Kay (executive creative director), Ken Marcus (creative director), Sissy Estes and Tracy Nenna (art directors), Trevor Sloan and Mimi Tan (copywriters), Margaret Ahnell (project manager), Megan MacCutcheon (art producer/buyer), Christoph Niemann (illustrator), Cheryl Eklind, Paul Burlingham and Amy Gibson (account services).

» Background: Arnold Worldwide, one of the biggest ad agencies in the nation, specializes in brand promotions, business strategies and corporate communications. The team at the Washington office works with numerous high-profile clients such as Williamsburg, Va., Choice Hotels and Children’s National Medical Center.

» Working on Next: Recently launched a campaign for local decking and railing company, Trex.