Amtrak pitches itself as a more comfortable, civilised travel alternative to flying
Dallas — Richard Anderson knows exactly why so many people hate air travel. And as the former CEO of Delta Air Lines, he appears ready to exploit each of those pain points in his new role — as president and co-CEO of Amtrak. The railroad has launched a new advertising campaign focused heavily on why so many airlines have been despised by so many for so very long. From free Wi-Fi to the absence of middle seats to the two bags you may check for free, Amtrak is pitching itself as a more comfortable, civilised travel alternative to an airline — albeit not as fast, but you can’t have everything. "The coach on Amtrak is better than the first-class product on any domestic airplane," Anderson said on Thursday in an interview. The new campaign, though it predated his arrival, is "spot-on in terms of the contrast" with US carriers, he said. Anderson arrived at Amtrak in July and will assume the CEO title at year’s end, when co-CEO Wick Moorman steps down. Anderson said his first priority is t...
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