How about a train for your car?
With the name Auto Train, the benefit is seemingly obvious. You can take your car with you onto Amtrak’s Auto Train, with service daily between Orlando and Washington DC. But research told us that was only part of what people loved. The other part is that passengers who travel on the Auto Train can treat their car like a big suitcase. You can pack as randomly and as much as you want. Just throw your stuff in the car and go.
The key insight is driving an integrated campaign now running in and around the station in Florida, meant to boost awareness and northbound bookings during the off-peak “shoulder season.” The message of car-as-suitcase appears in print ads, radio, gas pump toppers and billboards. We even wrapped a six-SUV fleet in faux leather and topped them with giant luggage handles. Next up, wrapping one of the carriages on the Auto Train to illustrate all the vehicles inside.