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AMTRAK -

DIGITAL MARKETING STRATEGY

Reimagining the Journey

S.K.Y Consultancy

Ya-Hsin Yu, Hua-Ying Hsu, Huilin Xu

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Outdated Brand Image

Problem Framing

Amtrak feels slow, outdated, lack of excitement and out of touch with Gen Z lifestyles

Low Digital Presence & Discovery

No Social Proof or Cultural Relevance

It is rarely recommended by travel apps, such as Google Map, and lacks emotional presence on social media.

There is little social conversation around Amtrak, and it lacks a sense of cultural relevance or community engagement.

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Target Market & Segmentation

Digital-First Millennials & Gen Z (Ages 18–40)

Mobile-native: Plan, book, and share travel entirely on their phones.
84% of Gen Z travelers use social media for travel inspiration (marketingdive)

Remote Workers & Digital Nomads

Seek mobility without sacrificing productivity — Wi-Fi and freedom onboard = key.
18.1 million Americans now identify as digital nomads — up ~131% since 2019(staffingindustry)

Car-Free or Car-Light Urbanites

Rising share of Americans (especially in Gen Z) delaying or skipping car ownership.
36% of D.C. households and ~30% of NYC households do not own a car, vs. ~8% nationally (Wikipedia)

Regional Experience Seekers

Favor weekend getaways, music festivals, city-to-city leisure, and “slow travel.”
Embrace the journey as part of the experience, not just the destination.
Gen Z and Millennials take an average of three leisure trips per year, often regionally focused (Atlys)

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Target Market & Segmentation

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71% of U.S. Gen Z and Millennials say they expect full connectivity during travel, including Wi-Fi and power outlets (Salesforce Digital Travel Report, 2024).

60% of business and hybrid workers say the ability to work while traveling influences their mode of transportation choice (McKinsey Travel Trends, 2023).

Amtrak offers Wi-Fi on over 90% of its routes — a major differentiator vs. low-cost airlines and car travel (Amtrak Annual Report, 2024).

Consumer Insight I

Stay connected, not checked out

Travelers want motion time to be connected and productive — not wasted.

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66% of Gen Z travelers say they get travel ideas from TikTok and Instagram, often driven by aesthetic appeal (Expedia Gen Z Travel Study, 2024).

Nearly 3 in 4 Millennials and Gen Z say they “share every trip online in some way”, making the journey itself part of the content (Skift, 2023).

“Scenic views,” “slow travel,” and “train rides” are top-trending TikTok travel hashtags in 2024 — #TrainTravel has over 500M views.

Consumer Insight II

The Journey is the Story

Travel is a lifestyle narrative — people want shareable, aesthetic, unique experiences.

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41% of Gen Z say their top travel priority is reducing anxiety and avoiding overstimulation (Booking. com Future of Travel Report, 2024).

Driving is no longer seen as relaxing: 63% of Gen Z associate car travel with “fatigue,” “traffic,” and “being stuck” (Pew Research Center, 2023).

Amtrak passengers report 80% higher satisfaction with onboard comfort and space compared to domestic airline travelers (JD Power U.S. Travel Study, 2024).

Consumer Insight III

Travel That Feels Human Again

The current travel climate is stressful — people crave ease, calm, and comfort.

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Connected W/O Compromise

Travel That Respects You

The Journey Is the Vibe

Brand Repositioning

The Flow State of Travel

Mobile-first, values-driven, and friction-free
Digitally enabled mobility lifestyle brand

Amtrak keeps riders productive, online, and in control — unlike flying or driving.

Acknowledge app features like seat selection and ETA tracking, but also spotlight upcoming gaps to close (e.g. live Wi-Fi status, trip timeline).

Encourage user-generated content and creator partnerships: #TrainTok, #MyAmtrakView.

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Big Idea

“More Than a Ride. It’s Your Storyline.”

Sea Level Rise

From Transport to Trend

Make Amtrak part of Gen Z’s lifestyle and digital routine.

Emotion-Powered Brand Identity

More than function — Amtrak is a feeling.

Reframing Train Travel for Gen Z

Today’s young travelers seek identity, not just destinations.

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Digital Campaign

🎧 AMTRAK AMTRAK

Brand Face

Co-Create

Position Amtrak with a consistent, human-centered tone across social platforms to strengthen emotional relatability, build cultural relevance, and drive higher engagement.

Launch the catchy original track “Amtrak Amtrak,” inspired by Rosé’s viral melody “Apt.” The sound invites users to create short-form videos about their own train stories.

Launch UGC campaigns that highlight the journey over the destination, using tags like #TrainTok and #MyAmtrakView to spark creative sharing.

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Brand	Social Media Style	Content Focus	Gen Z Relevance
Amtrak	Low engagement, formal tone	Static images, service info	Low : outdated
FlixBus	Playful, meme-driven	TikTok trends, creators, cheap travel	High : fun, relatable
JR East (Japan)	Calm, aesthetic	Scenic journeys, cultural spots	Moderate : emotional value
TfL (London)	Friendly, local voice	City life, humor, event tie-ins	Moderate : culturally embedded

Railway Social Media Strategy Snapshot

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Digital Marketing Strategy

Reposition Amtrak as a culturally relevant, emotionally appealing travel option for younger audiences.

Build a Community, Not Only Audience

Encourage series content and branded hashtags (#MyAmtrakView) to foster identity and loyalty.

Rebuild Brand Emotionally

Create Culturally Resonant Content

Shift perception from “outdated transport” to “a calm, scenic, and creative way to travel.”

Leverage TikTok, Reels, and creators to turn real train moments into shareable stories.

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Engagement & Shared Rider Content
Click-Through Rate, App Download Number
Community & Interest Growth

Definition of Success

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yu1643@purdue.edu

+1 (765) 409-8647

hsu420@purdue.edu

+1 (765) 262-9084

xu1997@purdue.edu

+1 (858) 349-3790

Ya-Hsin, Yu

Hua-Ying, Hsu

Huilin, Xu

Meet Our Team

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THANK YOU!