Explore the In-Between
360 Campaign
ROLE: Concept, Art Direction, Design
INSIGHT: In a fast-paced world, we often get caught up in reaching our destination. The destination becomes the main event, while the moments that happen along the way are easily overlooked. But there is so much more to experience beyond where we’re going—the journey itself holds stories, discoveries, and meaningful moments. Amtrak gives us the opportunity to slow down, embrace the in-between, and find beauty in the journey.
PROBLEM:
Amtrak is often overlooked as a way to travel. Many people see trains as a slow or boring alternative to flying or driving, and when they do consider train travel, they’re focused only on reaching major destinations—missing the hidden towns, unexpected stops, and experiences along the way.
SOLUTION:
We created a campaign that repositions Amtrak as more than just a way to get somewhere—it’s an opportunity to explore the places in between. Through the idea of “The In-Between,” we highlighted how Amtrak journeys can shift perspectives, spark connections, and uncover unexpected experiences. The campaign came to life through OOH, social geotag filters, interactive quizzes, in-app activities, custom tickets, and a microsite designed to inspire people to embrace the journey.
Out of Home
Banner Ads
Banners will serve as a “window” of what is in the in-between. Highlighting the beautiful views that we often miss when we are in a hurry. Giving the illusion that we are looking through the train’s window.
Social Media
To celebrate and encourage people to go all the in-between places, we’ve created a set of custom geolocation social media filters based on the lesser known places from our lines. Can only be activated when you hit the said in-betweener spot ;)
The In-Betweener Ticket
To encourage explorers to set foot for a real adventure, we created a set of time-based tickets.
Riders can venture to unknown destinations with 6, 24 and 72-hour tickets.
So, even if they only have limited time it won’t stop them from having an In-Betweener adventure with Amtrak.
In the middle of adventure and convenience!
Mobile App
A mobile app that doesn’t just help users connect with the rail-riding community on and off the train—it makes the journey more engaging and fun. Users can create profiles, chat with fellow “In-Betweeners,” share photos and routes, and collect unique stamps along the way.
In-Betweener Quiz
Don’t know where to go next but itching to go somewhere? This series of questions will use guests’ answers to determine which off-the-path place they should visit.
Microsite
A one-stop hub where riders can access and share elements of the in-between experience. Includes at 24 hour livestream of the beautiful views from our in-between journey.
Art Directior: Maiqui Layaoen
Copywriters: Ryan Ohanessian, Gene Augusto & Nathan Nguyen