Amtrak, the government-owned rail company, has announced it will launch a $250,000 multimedia advertising campaign aimed at the GLBT community this summer. This marks the first time the corporation has targeted the gay community with its advertising efforts.
Says Darlene Abubakar, the director of national advertising for Amtrak, “Most all of the major airlines, hotels and others in the travel and tourism industry target the LGBT market segment. Amtrak ’s goal is to raise the level of awareness of the benefits of train travel and increase consideration and ridership amongst this segment.”
Amtrak has plans to continue the campaign into the next fiscal year but has not yet finalized its budget. The corporation allocates about 10 percent of its media budget to diversity initiatives but that amount fluctuates year to year. Amtrak spokeswoman Karina Romero says the campaign will include television ads and print ads in GLBT publications.