- The Washington Times - Monday, November 18, 2002

Acela Express is moving again with its advertising. The high-speed Amtrak train has kicked off a new advertising campaign called "Keep Moving" with a focus on its amenities: from being able to plug in a laptop and talk on a cell phone to relaxing or spreading out work on conference tables. They are added features the struggling railroad hopes will help persuade business travelers to get on board.
The campaign, created by E. James White Communications in Herndon, targets two distinct business travel groups: those who would fly and those who would drive during the business week, says spokesman Dan Stessel.
"We want to pull people off the air shuttles and take them out of their cars," he says.
Two separate 30-second television ads broke last week. One ad targets Amtrak's "end point" markets: Washington, Boston and New York. The ads running here also boast Amtrak's current schedule of 18 Acela Express and Metroliner trains running from here to New York during the week.
The second TV ad, focusing on business travelers who are likely to drive, is running in Baltimore, Philadelphia and Providence, R.I. Radio ads are also running in those "midpoint" markets, Mr. Stessel says.
Black-and-white print ads started appearing at the end of October in about a dozen major daily newspapers and another dozen business journals along the Northeast corridor.
"This is a very cost-effective campaign," Mr. Stessel says, without disclosing the price tag for the ads. "We're trying to get our message out there without breaking the bank."
In addition to print and broadcast advertising, the railroad will go high tech to get its message seen on personal digital assistants (PDAs). Beginning sometime this month, Amtrak will have its own "channel" through a Web site, www.avantgo.com, where PDA users download information on Acela Express and Metroliner schedules as well as marketing messages or promotions.
The ad campaign comes on the heels of mechanical problems that temporarily halted the Acela Express trains in August. Amtrak introduced its Acela trains in December 2000.
In other news
The Addy Awards are going global. The American Advertising Federation (AAF), which sponsors the industry awards, has partnered with the International Advertising Association to expand the annual competition to include international entries, starting with this year's competition.
"The new worldwide Addy Awards will highlight the fact that quality advertising is without borders," said Wallace S. Snyder, AAF president and chiefexecutivee. Judging will take place in May in Montreal.
GKV, headquartered in Baltimore, has been named agency of record for Lance Inc., the snack food producer based in Charlotte, N.C. The agency's first project will be to help introduce Poppers, Lance's new line of mini-sandwich crackers and cookies. GKV will also assist in updating and broadening the appeal of the Lance brand.
Demaree Public Relations Inc., based in Germantown, has been named public relations agency of record for Dynamic Telecommunications Inc., a provider of high-speed, multistandard wireless test and measurement solutions in Washington.
Warschawski Public Relations in Baltimore has added Under Armour Performance Apparel to its client list. The agency will handle public relations for Under Armour, which has a line of sports clothing that pulls perspiration away from the wearer's skin.

Donna De Marco can be reached at 202/636-4884 or [email protected] Advertising & Marketing appears every other Monday.


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