Amtrak has just announced the launch of its newest
commercial ‘The Build’ with 30-second and 15-second spots featuring NextGen
Acela trains’ speed, premium amenities and smooth ride.
‘The Build’ will be featured in media placements throughout
the summer of 2026 to include the Kentucky Derby, NBA playoffs and other
sporting events in key Northeast Corridor markets via linear television, CTV,
YouTube and other major subscription streaming platforms.
“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 in a statement. “‘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.”
Every aspect of the commercial was selected to reflect the
blend of Amtrak’s New Era of Rail, NextGen Acela’s innovations and Amtrak’s
national advertising campaign ‘Retrain Travel’ which encourages consumers to
reconsider their approach to travel and avoid many of the traditional hurdles
of flying and driving by choosing the benefits of passenger rail.
The commercial extension of the original campaign reflects a
broader brand ambition to modernize perception and reposition Amtrak as a
leader in both premium and everyday travel. This includes showing up in
unexpected places and enhancing cultural relevancy with its Retrain Travel
messaging, including the debut of ‘Trak Suits, the Train-tacular social post,
and more.
Since its launch in August 2025, Amtrak travelers have taken
over 800,000 trips on NextGen Acela between major city centers from Washington
DC to New York to Boston and other destinations in between.
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