Amtrak reaches out to black consumers with travel site

Share this article:

Amtrak has launched MyBlackJourney.com, a Web site targeting black consumers. The organization is planning social media outreach to promote the site.

“The African-American population does a lot of traveling for family reunions,” said Karina Romero, a spokesperson for Amtrak. “This is an important target for us because traveling by train is great for large groups and groups with many different generations.”

The site features profiles of cities with large black populations, including New Orleans, Atlanta, Philadelphia and Memphis. Developed by Amtrak's multicultural agency of record, Images USA, the portal will remain active indefinitely.

Visitors can also download Amtrak's Family Reunion Planning Guide and get information about its Travel Scholars program, which was created with the United Negro College Fund.

Romero said a second phase, including social media, will debut next week. Consumers will then be able to sign up, create a profile, share photos of trips and chat.

Once that portion of the site is active, Amtrak will begin a social media effort through the company's Facebook page, Romero said.

Amtrak has no plans for an e-mail marketing campaign to promote the site. To register on site, visitors must enter registration information, including e-mail address.

Amtrak is promoting the site through banner ads on Essence.com, and print and Web ads on Ebony properties.

The site received 1,095 unique visitors and 148,923 page impressions from February 1 to February 21, according to Romero.

In previous years, Amtrak has reached out to black Americans though community events in New York, Chicago and Washington DC. It offered free reunion-planning seminars and had a presence at community festivals throughout the country.

A representative from Images USA was not immediately available for comment.

Share this article:
You must be a registered member of Direct Marketing News to post a comment.

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

Target Better With Facebook, Sandberg Tells Marketers

Target Better With Facebook, Sandberg Tells Marketers

In earnings call, the COO claims Facebook is 44% more accurate than the industry average at targeting and promises increasing investment in ad tech.

Day One on the DMA2014 Show Floor

Day One on the DMA2014 Show Floor

Sprouting from the Direct Marketing Association convention today were retargeting refinements, rules for breach behavior, and, yes, some darn fine Brussels sprouts.

Customer Identity in the Digital Age

Customer Identity in the Digital Age

Industry experts explore the value in a person's cyber identity for marketers.