Posts Tagged ‘Amtrak advertisements’

This Was Once a Big Deal

October 13, 2017

The image above is a newspaper advertisement from 1971. Amtrak was a mere seven months old and just finding its footing.

Now it had something it felt was worth talking about. It was the era when the company’s slogan was “we’re making the trains worth traveling again.”

That, of course, suggests that until Amtrak came along train travel wasn’t something you  wanted to do. That was true in some places, particularly on Penn Central, but not everywhere. Nonetheless, Amtrak recognized the public perception of train travel at the time and that it had to overcome that.

Although not obvious, the timetable that the customer service representative is holding was a major milestone in Amtrak history.

The first two timetables that Amtrak issued were cut and paste jobs with a Spartan design. The Amtrak logo was featured on the covers and nothing else.

But the November 14, 1971, timetable was the first that Amtrak actually designed.

Among other things, the timetable featured airline style city listings. Airlines in the early 1970s were held in high esteem.

If you read the text of this advertisement carefully, you’ll note the effort of Amtrak to market itself like an airline.

Note how the schedule change for the Chicago-New Orleans train is pitched in airline marketing language, e.g., leave after the end of the business day, arrive in the morning in time for appointments.

The claim that some trains were receiving “new” equipment is borderline deceptive. There was nothing “new” about any equipment that Amtrak was using in November 1971.

It might have been refurbished and the type of equipment might have been “new” to that route or train, but the equipment itself was far from new.

But this was where Amtrak was in 1971. It was trying to get attention, trying to build patronage and trying to reframe how the public thought about rail travel.

Sometimes it is helpful to see where you’ve been to understand where you are at today. When was the last time that Amtrak touted giving Chicago better train service? Yup, it’s been a while.