PUTTING NEW ENGLAND
ON THE RIGHT TRACK.
Services
Strategic Planning
Audience Research
Creative Development
Production Execution
Digital Advertising
Media Planning & Buying
Next Stop: Results
As the new agency of record for the Amtrak Downeaster, we’re conducting innovative research and rolling with compelling, cohesive creative collateral. For decades, the Downeaster had seen consistent ridership growth — but then the pandemic hit, and they saw a steep drop-off in riders and sales. That’s where we came in.
We discovered previously untapped white space for engaging potential riders, and developed a full-year, multi-channel media plan, balancing high reach channels with more targeted frequency driving tactics. With new insights and a media plan in hand, we landed on an exciting concept centered on the idea of that magical, potential-filled “Next Stop” on the train.
“Savor the
journey”
Our Next Stop campaign connects the experience of riding the Downeaster with the reasons people travel in the first place. Here, we highlight the “foodie” draw of the train’s largest metropolitan destinations.
Taking cues from the real experience of riders, we put together an aspirational set of ads across channels that spoke to the higher-level wants and needs of passengers. And though time was not on our side, innovation certainly was, as we implemented use of generative AI to help bring our idea to life visually in a matter of weeks.
On the heels of that success, we wrote and produced a broadcast TV and radio campaign spot that we ushered from initial ideation to trafficking in just one month. Once again, we put our research-based understanding of the traveling consumer to use.
And the results speak for themselves. In the short time we’ve worked together, the Downeaster has not only returned to pre-pandemic levels of service — they’ve seen record-breaking ridership in recent months, and a significant increase in CTR nearly double industry benchmarks. By all accounts, it looks like we’re, “On the right track.”
+20%
Increase in Traffic YoY
516K
Riders, a return to pre-pandemic levels
33%
Increase in paid search clicks over the course of one month
Check out more
of our WORK
