Amtrak taps new firm for diversity PR

ATLANTA and WASHINGTON: Amtrak has chosen Images USA as its multicultural AOR.

ATLANTA and WASHINGTON: Amtrak has chosen Images USA as its multicultural AOR.

The agency will be responsible for handling PR initiatives, as well as promotions, events, and advertising, meant to increase ridership among Hispanic and African-American consumers, said Hank Ernest, PR director at the Atlanta-based firm.

A major component of Images USA's efforts focuses on outreach emphasizing Amtrak's convenience in planning family reunions, Ernest said. The firm is organizing seminars at which multicultural media and community members can get reunion-planning tips and learn about Amtrak's amenities.

Images USA is also organizing media trips and partnering with local convention and visitors bureaus to showcase historic multicultural highlights at each route's starting and ending points.

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