Amtrak (美国铁路客运公司) was experiencing a downswing in ridership(客运量) 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.] 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.

　　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.

　　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.

　　译文

　　美国铁路客运公司正在经历铁路系统沿线客运量下降的趋势。美国铁路客运公司和它的广告代理商DDB Needham主要关心的是客运量一直显著下降的西部长途线路。

　　火车曾一度是穿越西部广大地区的惟一实际的交通手段。与当时存在的其他运输方式相比，火车最快、最豪华，并且相当方便。然而，随着时代变迁，汽车遂成为美国舒适方便的标准。航空旅行也轻易确立了它是长途旅行最快方式的地位。所以，为改变乘客的态度和增加考虑乘火车到西部旅行的可能性，DDB Needham的任务就是鼓励乘客考虑火车旅行其他方面的优点。

　　他们瞄准整个市场的两部分：1）对飞机感到担心的人--关心安全、放松和清洁的人：2）旅行爱好者--自认为是放松、随便的和对旅行经历感兴趣并视其为部分假期的人。然后广告代理商开展了一项以自由、消遣、放松和欣赏大西部户外风景为焦点的广告攻势。它强调乘火车的经历，并把西部火车之旅描绘成美妙的历险。

　　广告展示了沿某些知名的西部线路的美丽风景的图片，并且突出一些火车的浪漫名字（如“边疆开拓者”等）。为最有效地展示给目标听众，他们颇有策略地将这些广告放在面向家庭、表现大自然和美丽的节目中去。结果这给人留下深刻印象。在一条广告重点描写的“边疆开拓者”芝加哥--西雅图线上，利润增加了15%。