Amtrak Away partnership extends modern rail push

The Amtrak Away partnership is part of Amtrak’s effort to reshape its public image. The deal involves travel brand Away. It fits into a broader move away from an “old school” perception. Also, it is aimed at a younger generation of travelers. This is reported by the railway transport news portal Railway Supply.

That shift has shown up in several recent moves. Amtrak introduced a new commercial for the NextGen Acela with a luxury-focused tone. Also, it unveiled a new wrap tied to America250.

At the same time, Amtrak is presenting train travel as a more premium travel experience. It is also positioning its services as an alternative to flying. The partnership with Away follows the same direction. It links the rail operator with a luggage brand connected to modern travel.

Amtrak Away partnership follows NextGen Acela campaign

Amtrak recently drew attention with “The Build,” an ad campaign centered on the NextGen Acela. The spot did not present rail travel in a traditional way. It framed the train as a contemporary travel option. Also, it encouraged viewers to think beyond cars.

The ad says, “State-of-the-art engineering. Electrifying speed. And the smoothest ride on the road. But this car wasn’t built for the road. NextGen Acela has arrived.”

Amtrak said the campaign was meant to highlight route features. The route runs between Washington, D.C., and Boston.

“All of the distinct elements and benefits of our NextGen Acela fleet are reflected in “The Build’ to highlight what makes train travel so great,” said Amtrak Executive Vice President and Chief Commercial Officer Eliot Hamlisch. “‘The Build’ inspires customers traveling between Washington, DC and Boston by highlighting how they can comfortably speed past the cars stuck in traffic on I-95 and embrace some time for themselves.”

The Away deal continues that effort to give Amtrak a more current identity. It also supports the company’s push toward a more premium passenger experience.

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Away luggage deal introduces Topside Collection

Amtrak has announced the collaboration with Away as a travel-focused partnership. It is built around promotions, products, and related initiatives. The deal is timed ahead of the summer season. It is meant to introduce riders to luggage options described as more modern and durable.

The first product release is the Topside Collection. It launches on May 12. It includes a built-in brake and a top-lid opening intended for train travel.

“This collaboration introduces a pipeline of more relevant product innovations, beginning with the Topside Collection, featuring a built-in brake and a top-lid opening designed for the realities of train travel. As an exclusive offer to kick off the partnership, Amtrak customers will receive early access to shop the new collection – marking the start of future product exploration, in-station moments, and disruptive media to come.”

In addition, the partnership includes discounts for customers. From Tuesday, May 12 to Tuesday, June 23, a 15% discount applies. It is for First Class Acela guests and their first Away purchase. Away customers can receive 10% off. It applies to their first Amtrak trip between May 20 and June 23.

The Away and Amtrak savings apply to several routes:

• Acela
• Northeast Regional
• Amtrak Virginia
• Downeaster
• Lincoln Service
• Illini/Saluki
• Illinois Zephyr/Carl Sandburg
• California Zephyr
• Empire Builder
• Southwest Chief
• Sunset Limited
• Coast Starlight
• Texas Eagle
• City of New Orleans
• Crescent
• Cardinal
• Lake Shore Limited
• Floridian
• Palmetto
• Silver Meteor
• Capitol Limited

Amtrak and Away describe a modern travel push

Both companies have commented on the partnership. They presented it as part of a shared focus on modern rail travel.

Amtrak Executive Vice President and Chief Commercial Officer Eliot Hamlisch commented on the collaboration. He said it is meant to change the experience on trains and in stations.

“This collaboration brings together two experienced leaders in modern travel, one that moves people forward and one that equips them for the journey ahead,” said Hamlisch. “We believe the future of travel is not just about getting there, it’s about the experience you have along the way. Together with Away, we aim to redefine what travel looks and feels like on the rails, in our stations, and every mile in between.”

Away Chief Executive Officer Jessica Schinazi also pointed to the company’s goal. That goal involves travel solutions shaped around passenger needs.

“At Away, we’re focused on creating travel solutions that meet the real needs of all types of travelers and the ways they move through the world. With the introduction of Topside, we’re beginning to roll out features and innovations designed specifically for the real-world experience of rail travel. Our partnership with Amtrak marks an exciting step in bringing more thoughtful, purpose-built solutions to new audiences and travel moments.”

The Away partnership adds to Amtrak’s attempt to refresh its image. It sits alongside the NextGen Acela campaign and the America250 wrap. The company is presenting rail travel as more modern and premium. It is also trying to attract newer riders. It is encouraging travelers to consider trains instead of cars or air travel.

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