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Amtrak, and its multicultural agency IMAGES USA, unveiled a new Acela Express advertising campaign targeted to African American and Hispanic consumers entitled, “My Track to Success.” The print and online campaign features African American and Hispanic business leaders, community leaders, and entrepreneurs including sports commentator James Brown, former Washington, DC mayor Sharon Pratt, celebrity photographer Johnny Nunez and Ballet Hispanico director Tina Ramirez.
The testimonial-style campaign features images of African American and Hispanic business travelers who are also loyal Acela Express passengers. Via personal testimonials, they share their thoughts about the experience and benefits of traveling on Acela.
“As a sportscaster, businessman, and family man, riding Acela gives me time to recharge,” says HBO’s Brown in his testimonial adding, “I can read, review game notes and football stats, return calls, and even watch the back of my eyelids after a game. With my hectic schedule, I often make a mad dash to Acela to get home for a date night with my wife.”
“For me, Acela is a change of pace,” said Ramirez in her testimonial. “It’s a quiet comfortable atmosphere. I can relax, kick my feet up, and catch up on my reading. That’s how I stay one step ahead.”
A scheduled release through fall 2009 includes regional African American and Hispanic online, email blasts, and placements in publications such as Black Enterprise, The Network Journal, Hispanic Business, and Latin Business.
“With this campaign, we sought to highlight the unique benefits of riding Amtrak that appeal to business travelers,” said Darlene Abubakar, Amtrak’s director of National Advertising. “We wanted to deliver a personal message -- directly from loyal Acela passengers -- on why Acela is their preferred mode of transportation when traveling in the Northeast Corridor.”
The complete list of participants in the “My Track to Success” ad campaign includes:
Pamela Galloway-Tabb – Vice President, General Services, Newseum
Sharon Pratt – Executive Vice President, Business Intelligence Solutions
Charles D. Smith – Former NY Knicks basketball player and Executive Director, National Basketball Retired Players Association
Julius W. Robinson – Vice President, Global Sales Intermediaries, Marriott International, Inc.
Monica P. Hawkins – Founder and CEO, Professional Pipeline Development Group
Emilio Pardo – Chief Brand Officer, AARP
Frederick Cruz – Manager of Business Operations and Support, Verizon Data Services
James Brown (“JB”) – Network Broadcaster and Entrepreneur
Tina Ramirez – Founder and Artistic Director, Ballet Hispanico
Floyd W. Green, III – Head of Community Relations, Aetna
Johnny Nunez – Celebrity Photographer
Lillian Rodriguez Lopez – President, Hispanic Federation
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