This project is a marketing campaign created for Amtrak’s Auto Train, focusing on billboard and digital advertising concepts. The campaign highlights the convenience of traveling with both passengers and their vehicles, eliminating the hassle of long drives or rental shortages.
the designs were developed to capture attention quickly in high-traffic areas while reinforcing Amtrak’s unique service offering. In addition to billboards, the campaign includes mockups for social media posts, showing how the concept can extend across multiple platforms for cohesive brand communication. The goal was to present Amtrak Auto Train as the stress-free, reliable alternative for travelers who want to bring their cars with them and arrive ready to explore.
Software used: Adobe Illustrator, Adobe PhotoShop, Adobe InDesign.
Skills: Copy Writing, Marketing, Art Direction, Graphic Design.
Billboard Design Version 1
Feedback: Adjusted the billboard dimensions and eliminated the blue gradient idea.
Added more design versions as well.
Billboard Design Version 2
Feedback: Some people found the car-in-airplane idea confusing, while others liked the irony. The Amtrak Auto Train logo should be larger and highlight “Auto Train” more clearly.
Billboard Design Version 3
Feedback: The two new versions were well-received for clearly delivering the concept and message. The car-in-airplane idea drew criticism for being unclear, so I decided to drop it and move forward with the other four ideas.
The subheader/CTA felt unnecessary, so I removed it. I also adjusted some titles to remove “Auto Train,” since it’s already visible in the logo.
Billboard Design Version 3
Final Versions
Mockups
Update: I adjusted one of the billboard designs to fit the digital marketing campaign on Facebook, where my target users are active, and created mockups to showcase the idea more effectively.
Social Media Mockups
I ran a Facebook ad while also placing ads in airplane and flight-related articles and websites to reach users across both platforms.
"This project was a self-initiated design / college project exercise and not part of any freelance work or client collaboration."