Amtrak was experiencing a downswing in riders hip along the lines comprising its rail system. Of major concern to Amtrak and its advertising agency DDB Needham, were the long-distance western routes where ridership had been declining significantly.
美国铁路客运公司在其铁路系统沿线的乘客人数正在下降。美铁及其广告公司DDB Needham主要关注的是乘客量大幅下降的长途西线。
At one time, trains were the only practical way to cross the vast areas of the west. Trains were fast, very luxurious, and quite convenient compared to other forms of transportation existing at the time. However, times change and the automolile became America's standard of convenience. Also, air travel had easily established itself as the fastest method of traveling great distances. Therefore, the task for DDB Needham was to encourage consumers to consider other aspects of train travel in order to change their attitudes and increase the likelihood that trains would be considered for travel in the west.
曾经，火车是穿越西部广大地区的唯一可行途径。与当时存在的其他交通方式相比，火车速度快、非常豪华、非常方便。然而，随着时代的变化，汽车成为了美国的便利标准。此外，航空旅行很容易成为最快的长途旅行方式。因此，DDB Needham的任务是鼓励消费者考虑火车旅行的其他方面，以改变他们的态度，增加考虑乘火车在西部旅行的可能性。
Two portions of the total market were targeted: 1) anxious fliers - those concermed with safety, relaxation, and cleanliness and 2) travel-lovers-those viewing themselves as relaxed, casual, and interested in the travel ecperience as part of their vacation. The agency then developed a campaign that focused on travel experiences such as freedom, escape, relaxation, and enjoyment of the great western outdoors. It stressed experiences gained by using the trains and portrayed western train trips as wonderful adventures.
整个市场的两部分被瞄准了：1）焦虑的飞行者——那些关心安全、放松和清洁的人；2）旅行爱好者——那些认为自己放松、随意、对假期中的旅行体验感兴趣的人。该机构随后开展了一项活动，重点关注旅行体验，如自由、远离、放松和享受伟大的西部户外。它强调了乘火车的体验，并将西部火车旅行描绘成美妙的冒险。
Advertisements showed pictures of the beautiful scenery that could be enjoyed along s ome of the more famous western routes and emphasized the romantic names of some of these trains(Empire Builder, etc.). These ads were strategically placed among family - oriented TV shows and programs involving nature and America in order t o most effectively reach target audiences. Results were impressive. The Empire Builder, which was focused on in one ad, enjoyed a 15 percent increase in profits on its Chicago to Seattle route.
广告上展示了一些更著名的西部路线上可以欣赏到的美丽景色，并强调了其中一些火车的浪漫名字（Empire Builder等）。这些广告有针对性地投放在以家庭为导向的电视节目和涉及自然和美国的节目中，以最有效地接触目标受众，效果很显著。在一则广告中备受关注的Empire Builder在芝加哥至西雅图的线路上利润增长了15%。
网友评论