Skift Take
Amtrak is looking to redefine itself into a solid leisure travel option for American travelers looking to experience the country in a different way.
Editor's Note: Following our previous CEO interview series in online travel, hospitality, and destinations, Skift has launched a new series, this time focused on Chief Marketing Officers.
To better understand the big marketing challenges facing travel brands in an age when consumers are in control, Skift's What Keeps CMOs Up at Night will talk with the leading voices in global marketing from across all the industry's sectors.
These interviews with leaders of hotels, airlines, tourism boards, digital players, agents, tour operators and more will explore both shared and unique challenges they are facing, where they get insights, and how they best leverage digital insights to make smarter decisions.
This is the latest interview in the series.
Amtrak launched its first major brand campaign in 15 years last fall with the introduction of its new "500 Destinations. Infinite Stories" campaign.
By focusing on the variety of destinations Amtrak serves, the campaign has showcased how Amtrak ties together diverse U.S. destinations and operates as unique option for leisure travel in America and Canada.
Amtrak chief marketing officer Matt Hardison told Skift that Amtrak's position in the U.S. makes it especially well-suited to meet emerging consumer trends, even as it competes against both ground and air transportation.
He discussed the design of Amtrak's latest branding campaign, how Amtrak plans to shift its sales efforts to better reach consumers, and how a robust loyalty program is vital to capturing repeat customers.
Skift: What are the marketing challenges that keep you up at night?
Hardison: There's no question that from a marketing and promotional standpoint that the thing that keeps me up at night is broadening the universal awareness of Amtrak outside of the Northeast corridor and getting people to
