The Amtrak Cascades
line covers the Pacific Northwest route between Eugene, OR and Vancouver, BC stopping at 18 stations along the way. It is Amtrak's eighth-busiest route. In reviewing possible target audiences, usage patterns were reviewed along with service offerings to find the most effective partnering of wants to brand attributes. It was found that middle-aged women were the optimal target, as they were open to meeting the schedules of the train, were fearful of driving on the I-5 corridor, preferred to be social over driving alone, and were searching for more free time.
Three campaigns were presented to the audience through professional focus group discussions, with "Travel As You Wish" being the clear choice. The advertising messages promised free time to read and relax, casual dining and natural beauty over bumpers and tail lights -- all granted by Amtrak.
High-end and masterful photography was the key to captivating the audience, as it accurately portrayed the beauty of the Pacific Northwest landscape, the clean and orderly interior of the rail cars and the types of women that chose the train (all answering concerns of the audience).