Case Studies

Advertising and Media Buy

Brand
Amtrak America’s largest train transportation company

Program
Amtrak’s TRAIN DAY Celebration

Opportunity
Amtrak celebrates Train Day with a one-day, multi-city, day of events which include live musical performances.

Plan
- Determine the three markets where advertising and media buys would have the most impact
- Produce diverse on-air spots to promote the events
- Identify cross-genre radio station partners for the event in AOR, Urban, Churban and Public Radio outlets
- Purchase and negotiate prime on-air spots for the ads
- Copywrite all on-air ads for the campaign
- Schedule 400+ ads in 3 markets over an 8-day on-air campaign

Results
- Standing-room only on all concerts in the 3 target cities where PENTG placed AD and Media campaigns
- Negotiated better rates from stations allowing Amtrak brand to increase their ads by 23%
- Created a public awareness of Amtrak’s National Train Day among targeted consumers