Amtrak Spanish language commercial scores with Hispanic passenger base

When Amtrak partnered with IMAGES USA to create a television commercial targeting the Hispanic community, the strategy was clear—produce a culturally relevant, Spanish-language commercial showcasing the unique on-board benefits of train travel in order to increase brand awareness among Hispanic consumers.

The results are in and the campaign was successful, reaching more first time Hispanic customers than in previous years. The spot follows a soccer ball bouncing between passengers, highlighting the comfort, familial atmosphere and amenities available on Amtrak. The theme and timing of the soccer-centric commercial was deliberate, utilizing the pre-2010 World Cup media blitz and the soccer’s huge fan base within the Hispanic community.

According to the research findings, the increase in first time Hispanic customers was due in part to the debut of Spanish language television advertising that ran during the campaign.

"The positive reception from the Hispanic community proves the effectiveness of the commercial," said Darlene Abubakar, Amtrak’s national director of advertising. "Taking the time to really understand the cultural nuances of the Hispanic community allowed our message to resonate. By incorporating these cultural subtleties, the television commercial helped bring the train travel experience to life for Hispanic consumers."

For IMAGES, this project quickly turned into passion for the opportunity to define how Amtrak speaks to the Hispanic consumer. According to Juan Pablo Quevedo, IMAGES USA Director of Marketing Research and Strategic Insight, IMAGES utilized research and unique cultural/consumer insights to develop a strategy focused on television as the key vehicle for delivering their message to the Hispanic community.

"The medium was a natural choice as Hispanics have a cultural affinity to television and partnering with Univision harnessed the endorsing power of Sábado Gigante host Don Francisco," said Quevedo. "Allowing consumers to experience train travel through the commercial, and then have it reinforced by a cultural icon with multigenerational appeal really drove the message that you and your family are welcome on Amtrak."

However, creating a Spanish-language commercial for Spanish television wasn’t enough; the real connection with the Hispanic consumer comes from a true understanding of the subtleties of Hispanic culture and community.

"The agency’s research indicates that Hispanic travelers had low awareness and product knowledge of Amtrak, but very positive attitudes toward trains related to childhood memories and aspirations," said Quevedo. "First generation Hispanic parents want their children to fully experience all the United States has to offer, including taking in the landscape via the slower, more intimate nature of train travel."