255 Downswing in Rail System
255 铁路系统衰落
Amtrak was experiencing a downswing in ridership along the lines comprising its rail system. Of major concern to Amtrak and its advertising agency DDB Needham, were the long-distance western routes where ridership had been declining significantly.
美国铁路客运公司正承受着一场铁路沿线客运量滑坡的打击，情况已经危及到了整个铁路系统。使美国铁路客运公司及其广告代理商DDB Needham最为担心的是客运量急剧下降的西部长途线路。
At one time, trains were the only practical way to cross the vast areas of the west. Trains were fast, very luxurious, and quite convenient compared to other forms of transportation existing at the time. However, times change and the automobile became America’s standard of convenience. Also, air travel had easily established itself as the fastest method of traveling great distances. Therefore, the task for DDB Needham was to encourage consumers to consider other aspects of train travel in order to change their attitudes and increase the likelihood that trains would be considered for travel in the west.
火车曾经是穿越西部广阔地区的唯一可行的方式。与当时存在的其他交通方式相比，火车速度快，豪华舒适又十分便利。然而，时代变了，汽车已经成了美国衡量便利的标准。除此之外，飞机也轻而易举的确立了其长途旅行最快捷方式的地位。因此，DDB Needham的任务就是鼓励旅客们去考虑火车旅
行在其他方面的优势，以期改变他们对待乘坐火车的态度，并增加火车被考虑用来做西部旅行的交通工具的可能性。
Two portions of the total market were targeted: 1) anxious fliers—those concerned with safety, relaxation, and cleanliness and 2) travel-lovers—those viewing themselves as relaxed, casual, and interested in the travel experience as part of their vacation. The agency then developed a campaign that focused on travel experiences such as freedom, escape, relaxation, and enjoyment of the great western outdoors. It stressed experiences gained by using the trains and portrayed western train trips as wonderful adventures.
整个消费市场中的目标被锁定在两部分人身上：1）对飞行感到焦虑的旅行者——他们关心的是安全，轻松和整洁。2)旅行爱好者——他们向往悠闲随意的生活方式，并对作为假期的一部分的旅行经验有兴趣。代理商于是还发起一系列以崇尚自由，解脱，轻松以及欣赏大西部户外风光之类旅行体验的活动。它强调从火车旅行中能获得丰富的阅历，并将西部火车旅行描绘成奇妙的冒险之旅。
Advertisements showed pictures of the beautiful scenery that could be enjoyed along some of the more famous western routes and emphasized the romantic names of some of these trains (Empire Builder, etc.). These ads were strategically placed among family-oriented TV shows and programs involving nature and America in order to most effectively reach target audiences. Results were impressive. The Empire Builder, which was focused on in one ad, enjoyed a 15 percent increase in profits on its Chicago to Seattle route.
广告展示了西部许多著名的铁路沿线所到的美丽风景，还特别强调了某些列车的浪漫名称，如“帝国创建者”等。这些广告被策略性地穿插在面向家庭，涉及自然和美国的电视节目中，以便能更有效地吸引目标观众，结果这些举动确实给观众人们留下了深刻的印象。“帝国创建者”号列车在一则广告中被重点宣传，其结果就是在芝加哥到西雅图的线路上，利润增长了15%。