AMTRAK
In July 2023, I worked with two other interns at Superdigital to create an integrated campaign for Amtrak based on a brief provided by Crowbar Awards.* Our task was to make people view the Amtrak rail system as a way to enjoy travel, have a positive impact on the environment, and reach incredible destinations across the U.S.
ROLE
Graphic Designer / Art Direction
DETAILS
Designed all the mockups (website, OOH/digital ads etc.) for our pitch deck.
THE PROBLEM
Modern travelers often endure stressful and exhausting travel experiences, particularly with airlines, where delays, cramped spaces, and unpredictable service take away from the excitement of a trip.
THE SOLUTION
Our “Ride & Rejuvenate” campaign positions Amtrak as an eco-friendly, stress-free, and comfy alternative to road and air travel — focusing on how riders can enjoy a vacation before their vacation.
RESULTS
Our Amtrak campaign earned the Bronze Crowbar Award!
TEAM
Creative: Julie Lee
Strategy: Elena Juarez Arellano
Account: Cole Zoland
*The Crowbar Awards releases a new creative brief every quarter, designed to help early-career advertisers hone their skills by developing strategies and campaigns.
PHOTO MAP WEBSITE
Idea: The website would allow passengers to upload and search for photos of the views and food that other users have taken from their Amtrak trips. It would also include a carbon footprint tracker and more info on Amtrak’s sustainability plan.
Users can see how much carbon emissions they saved on their Amtrak trip instead of flying.
The map would also include the locations of Amtrak’s pop-up installations. (see below)
POP-UP EVENT INSTALLATIONS
Idea: By launching pop-up installations in Amtrak’s most popular destinations, people can interact with some of the amenities that Amtrak has to offer, including the comfortability of their train seats, delicious meals, and beautiful views.
OUT-OF-HOME DIGITAL ADS
Idea: Targeting airports across the U.S., we can use our competitor’s disadvantages to our advantage to emphasize Amtrak’s stress-free travel experience. The ads would be placed in certain areas of the airport, targeting specific problems that travelers face on airplanes while highlighting Amtrak’s amenities.
