Amtrak—the largest railway company in the U.S.—was experiencing a declining in ridership.     1    major concerns to Amtrak and its advertising agency DDB Needham, were the long-distance western routes     2    ridership had been declining     3   
    At one time, trains were the only practical way to     4    the vast areas of the west. Trains were fast, very luxurious, and quite convenient     5    to other forms of transportation existing at the time. However, times change and the automobile became America's standard of convenience. Also, air travel had easily     6    itself as the fastest method of traveling great distances.     7    , the task for DDB Needham was to     8    consumers to consider other aspects of train travel in order to     9    their attitudes and increase the likelihood that trains would be considered     10    travel in the west.
    Two portions of the total market were targeted, anxious fliers—those concerned with     11    , and travel-lovers—those     12    themselves relaxed, casual, and interested in the travel experiences as part of     13    vacation. The agency then developed a campaign that focused on travel     14    such as freedom, relaxation, and enjoyment of the great western outdoors. It     15    experiences gained by using the trains and portrayed western train trips as wonderful adventures.
    Advertisements showed pictures of the beautiful scenery that     16    be enjoyed along some 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     17    oriented TV shows and programs involving nature and America in order to most     18    reach target audiences. Results were     19    . The Empire Builder, which was focused on in one ad, had a fifteen percent     20    in profits on its Chicago to Seattle route.