Excerpt from recent article:
Two Amtrak locomotives are hauling more than passengers across their routes. They are also carrying advertising for the Toyota Tundra full-size pickup. In a new approach to outdoor advertising developed by Toyota's ad agency, the Amtrak locomotives have been painted to resemble mobile billboards with oversized images of the Tundra Double-Cab pickup.
The locomotives are running on the Texas Eagle route between San Antonio and Chicago and on the Silver Service route from Washington, D.C. to Miami. The ads will appear through December, Toyota said.
Toyota is the first automaker, and the second company, to use Amtrak locomotives for advertising.
Toyota is building a Tundra plant in San Antonio, so the "Texas Eagle" route was chosen for one of the locomotives, Toyota said. The "Silver Service" route gives the truck good exposure on the east coast and through the southern states, Toyota said.
Getting unique messages out to consumers is always a challenge, but with this Tundra-train tie in, we are able to cut through the clutter and send a clear message about Tundra capabilities to the people riding the trains, as well as to all of those who see the trains en route, said Deborah Wahl Meyer, Toyota corporate marketing communications manager.
Originally, the ad shop planned to "wrap" the train with the image as is done on buses and buildings, a spokesman said. But wear and tear concerns eliminated that option. So, Amtrak and a consultant recommended the paint that Amtrak uses for the stripes on the
trains.
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