Amtrak - Make this Trip the Trip

The Opportunity: Travel days are treated as something to get through—not something to enjoy.

The Insight: The best part of a trip isn’t where you go—it’s who you’re with.

The Campaign: Make the Trip the Trip — Amtrak transforms travel time into meaningful time, turning the journey itself into part of the vacation.

Note on Copy Evolution: This platform was later refined to tell the story more completely with Make this Trip the Trip.

My Role: Contributed to concept development and platform thinking, helping shape a campaign that repositions travel time as part of the vacation experience.

Concept collaboration: Sam Hamerski