Alaska Railroad

We achieved separate-yet-related objectives in boosting passenger ridership among both tourist audiences outside the state and Alaska residents. Rather than be too broad in our messaging, our team identified the most popular destinations and created visual poems to each, uniting them in style as a series of videos that air on prime time TV, YouTube, social media and other channels. We utilized big-scope shots of trains and activities/natural wonders specific to each destination with close-up, intimate shots of families and other types of riders inside the trains cut into a color-saturated, upbeat editing rhythm. We let the visuals speak for themselves and opted for great music rather than voiceover, and onscreen graphics are minimalistic call-outs of why each destination is special and – more important – why going there on the train is the trip of a lifetime.