Background
In 2013, Amtrak made it even easier to book Amtrak tickets on the go, with the launch of the Amtrak app for Windows Phone. This was part of a continued effort to enhance convenience to Amtrak passengers with easy and quick access to the information they needed, whenever they needed it.
Project Description
As part of the launched of the Amtrak app for Windows Phone, I was fortunate to coordinate a multi-channel marketing campaign to drive awareness of the app.
The Amtrak team leveraged the power of the Amtrak brand. With more than 30 million passengers traveling on Amtrak, the brand is iconic with a loyal, diverse and vast audience. Amtrak is America’s railroad connecting United States and Canadian provinces.
The marketing campaign included activities in social media, in-station demos and sweepstakes. The social media team delivered regular posts through different social channels. Teams of Amtrak representatives were sent to different railroad stations to promote the app in person. For the sweepstakes, participants posted a photo on Instagram of themselves at an Amtrak train station or of the landscape outside an Amtrak train, containing the hashtag #AmtrakWindows. They had the option to include a comment with their photo.
