ADVENTURE BOUND AMTRAK S SURFLINER SERVICE. Lifestyle Photography Proposal for

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1 Pacific Surfliner from SLO to San Diego Coast Starlight - from Seattle to portland to Los Angeles ADVENTURE BOUND Lifestyle Photography Proposal for AMTRAK S SURFLINER SERVICE June 25, 2015

2 Wine Country Rock Climbing Hearst Castle Live Music Hiking SANTA BARBARA SURFING Dodgers BIKING Disneyland Ventura Pier SNORKELING LA JOLLA SAN DIEGO Venice Beach Hollywood AMTRAK is adventure bound. Who knew all of this was just a quick train ride away? We all love a good adventure. Whether romanticizing the west by reading Kerouac or listening to the Beach Boys sing about the endless fun at the beach, we are aware of the potential for fun that the West Coast offers. However, it s not often that we venture out farther than our own city. Either discouraged by traffic, gas costs, time restrictions or work obligations, we have forgotten how easy it is to take little adventures on the weekends, or escape for a couple days up the coast. With a targeted social media photography campaign, we hope to engage these millennials and young professionals, and remind them that Amtrak s Surfliner is the perfect answer for an exciting change in your routine. Amtrak s Surfliner is adventure bound, and it s ready to take you there.

3 About David Zentz: David Zentz is a commercial and editorial photographer based in Los Angeles. He creates story telling images that bring the viewer into the experience of the subject. Having traveled across the globe for work and personal projects, David has enjoyed shooting subjects from Grammy-winning musicians Macklemore & Ryan Lewis for their 2013 World Tour poster to Death Valley National Park for a photo essay in National Parks Magazine. After earning a Masters in Photojournalism from the University of Florida, David began his career in newspapers, where he produced award-winning photo essays for the Chicago Tribune, St. Petersburg Times and Journal Star in Peoria, Ill. In recent years, David has worked for numerous major publications and companies, including NEWSWEEK, Smithsonian, Panasonic, Anheuser Busch IN- BEV and Adobe as well as creative projects for artists, such as Dr. Dre and RX Bandits. David s passion for travel has taken him around the world, where he has completed projects in Haiti, Nicaragua, Mexico and Cuba. His work has been featured in Wanderlust, National Geographic and Outside. David s travel imagery is represented by Aurora Photos and Tandem Stills & Motion. EDITORIAL WORK NEWSWEEK Wanderlust Smithsonian Magazine Outside STYLE Italy National Parks Magazine COMMERCIAL WORK Direct Energy ADOBE Anheuser Busch Eisai BRAVO P layboy Kyocera Archery Trade Assn. Delivery Agent B O N A F I D E

4 Who is the TARGET TRAVELER? The AMTRAK clients we would be targeting are the young, new generation of travelers, who are interested in the ride as much as the trip itself. Traveling by train brings a nostalgic romance and sense of adventure. You re not stuck on the insterstate. Instead, you look out on the ocean as you plan your next move. As you say, they like to Enjoy the Journey. This client is also: Environmentally conscious An advocate of public transportation Not interested in standard vacation packages Wanting a personalized experience Concerned with putting miles on the car & saving gas Doesn t immediately consider train service as a convenient travel tool Through a targeted social and marketing campaign involving a high-impact, curated travelogue, we d love to introduce AMTRAK to a new, adventure-hungry demographic.

5 AMTRAK is earth-friendly As Angelenos, we are wary of the 405 Freeway and its never ending traffic. In addition, we Californians are concerned with the environmental effects of travel, and would appreciate knowing that AMTRAK travel is more efficient and contributes less green house gas emissions than train and car travel. Our photo campaign would organically integrate messages of environmental consciousness to help the consumer recognize the benefits of train travel. HOW DO YOU TRAVEL? Our target clients want to show how they are environmentally conscious. Between touting AMTRAK s bike-friendly resources to displaying the beautiful green landscapes that surround the Surfliner s tracks, you can communicate the environmental benefits of train travel over the choking traffic in Southern California. Cities all along the coast are touting the growth in the number of cyclists in their areas. Our campaign would show that AMTRAK is bike-friendly and opens up endless possilibilities for cyclists. Campaign Objective: Show the green side of AMTRAK Friends with bikes getting ready to get on train The train traveling along the blue ocean, lush woods, etc., calling to the beautiful environment that needs preserved Amtrak is solution to traffic-condensed roadways

6 AMTRAK is ready to take you there. We want your clients to picture themselves traveling with ease and pursuing their passions with no boundaries. Want to surf? Amtrak can get you and your board to some of the top beaches in the country. Want to bike from the mountains to the ocean? Or sample local wines in Santa Barbara one day and local brews in San Diego the next? Amtrak can get you there. We want to show that Amtrak is not only an easy, affordable way to travel, but it s a great vehicle for you to pursue your passions. We picture surfers accessing the scene at Trestles and braving the rocky cliffs of the Central Coast. Our pictures will evoke a sense of excitement and adventure that young professionals seek from their travel.

7 AMTRAK takes care of it for you. Imagine sitting at your desk on a Friday afternoon in San Diego and being at a concert in Hollywood by 10 p.m. Or running off to that beach weekend in San Clemente after a long week at work. You always talk about getting out of the city for a little adventure. With Amtrak, it s just that easy. Campaign Objective: The train is part of the trip itself It s a way to relax after the weekend Plan your trip while you travel Just a day bag and a map is all you need Just as your #500Destinations conveys, Amtrak connects so many California landmarks. Highlight these destinations, from iconic LA hotspots to little known brunch getaways in San Juan Capistrano.

8 AMTRAK is part of the adventure. Someone else at the wheel while you enjoy time with your friends? What could be better? Just grab your ticket and see where the tracks lead you. Part romance, part adventure, part luxury. This is the trip you ve always wanted to take. Now you know it s just a ticket away.

9 Details: Our social media campaign will attract the millennial crowds and introduce Amtrak as a popular option for easy, affordable, and exciting regional travel. Photos will create a sense of adventure, offer an efficiency and environmentally friendly advantage, and a unique access to exotic new places that are easily reached on Amtrak. We propose a lifestyle shoot focusing on the Surfliner Amtrak Service. David, our photographer, will travel on the Surfliner Amtrak with one or two models and create a travelogue of the awe-inspiring scenes and memorable experiences you can have while aboard the Surfliner, while focusing on the following key elements. These photos will then be used on Instagram and other platforms to build your online visibility and audience base. David s shooting style will be very candid, almost as if the photos were taken by the group of travelers, with smart, stylish imagery that captures the spontaneous and genuine mood of an online diary. Amtrak can take you there. Use #500destinations to highlight iconic destinations and little known hideaways. Show young trendsetters enjoying restaurants, visiting beaches, biking by landmarks in towns along the Surfliner route. Our pictures will convey how easy it is to get away for the weekend with Amtrak. Amtrak is earth friendly. Show the beautiful landscape that surrounds the Amtrak Surfliner route. Emphasize the positive effects and effortless ability to travel from one town to the other without having to use your car. #WhatFitsOnAmtrak campaign: Show young people traveling with items needed for the weekend: Bike Surfboard Band Equipment Golf clubs and sporting equipment Camping gear Amtrak is Adventure Bound. Make people want to take the train because it is fun. Create a sense of excitement in train travel. From friends pouring over maps (or using Amtrak Wi-Fi) to making new friends at stations, show that the journey is as memorable and valuable as the destination.

10 Thank you for your consideration. We d love to discuss working with you. Please contact Erinn Deshinsky at or erinn@davidzentz.com.