Wordplay Adds Zing to New Freight Rail Works
Ad Campaign
WASHINGTON, D.C. | 8 Feb 2010
Showing how freight rail works to protect jobs, ease gridlock and make breathing easier are themes played out in the Association of American Railroads' latest Freight Rail Works advertising campaign. The "Messages" campaign consists of TV, radio, print and online components and mixes bold graphics with tongue-in-cheek wordplay to demonstrate the freight rail industry's positive economic and environmental contributions.
"Simple words are made strong and powerful, and that's what grounds this year's strategy for breaking through an already crowded field of advocacy advertising," said Patti Reilly, AAR Vice President - Communications. "Our fuel efficiency record produces 'Clean Air' and our ability to take trucks off the roads 'Unclog' congested highways - just a few examples of our integrated campaign.
"Messages" is the fourth year of the AAR's Freight Rail Works campaign and is targeted to Washington, D.C. opinion leaders and decision makers. Ogilvy PR Worldwide, a global integrated communications firm, created the campaign and partnered with EyeCandy Productions to produce the television spots.
"A healthy freight rail system is vital to American jobs and the nation's recovery," added Reilly, "and this campaign goes a long way in raising awareness of they many public benefits delivered by America's freight railroads."
Editors' Note: The Association of American Railroads (AAR) is the world's leading railroad policy, research and technology organization focusing on the safety and productivity of rail carriers. AAR members include the major freight railroads, or Class I railroads, of the U.S., Canada and Mexico, as well as Amtrak. Class I railroads represent 67 percent of the U.S. freight rail mileage and 90 percent of freight railroad industry employees. Railroads account for 43 percent of intercity freight volume — more than any other mode of transportation. For more information, visit www.aar.org or follow us on Twitter: AAR_FreightRail.
Campaign Print Ads
Balance Sheet Ad
Global Reach Ad
Smart Business Ad
Clean Air Ad
Green House Ad
Fuel Efficient Ad
Grid Lock Ad
Un-Clog Ad
American Jobs Ad
Home Grown Ad
Job Engine Ad
Video
Freight Rail Works Environment TV Ad
Freight Rail Works Jobs TV Ad
Audio
- Freight Rail Works Congestion Ad
- Freight Rail Works Environment Radio Ad
- Freight Rail Works Jobs Radio Ad
Campaign Logos
Freight Rail Works Mark - Horizontal Download
Freight Rail Works Mark - Big Box Download
