Amtrak California
"Half the Fun"

Objective:
Increase leisure ridership of family and weekend travelers.

Strategy:
Promote train travel as integral to the quality of the overall vacation experience by reminding people that time spent traveling can be part of the quality time of the vacation itself.

Execution:
Print ad portrays a family enjoying time together on the train, juxtaposed with photos of fun destinations where Amtrak provides service and a list of all the connecting cities throughout the state served by the train.