Our work for Amtrak Virginia kicked off with a comprehensive research approach to unlock ridership growth potential in Virginia. The research resulted in the introduction of three new discounts and a multi-media campaign, “Where to, Virginia?”, that taps into the emotional experience of taking the train while portraying its rational benefits. We have also been establishing partnerships, leveraging sponsorships of college athletics and community events, and generating media stories that bring the brand to life in exciting ways, like the Amtrak Ramcar ride to the A-10 men’s basketball tournament. Our hard has work paid off. Ridership on Virginia state-sponsored lines increased 17%, far surpassing goals for the year.