Amtrak Debuts New Commercial Spotlighting NextGen Acela Trains
Amtrak Launches New ‘The Build’ Campaign Highlighting NextGen Acela Trains
Amtrak has unveiled its newest commercial campaign, titled “The Build,” featuring 30-second and 15-second advertisements that showcase the speed, comfort, premium amenities, and smooth travel experience offered by its NextGen Acela trains.
The new campaign will run throughout the summer of 2026 across major media platforms, including broadcasts during high-profile events such as the Kentucky Derby and the NBA Playoffs. The advertisements will appear on linear television, connected TV platforms, YouTube, and other leading streaming services across key Northeast Corridor markets.
According to Amtrak Executive Vice President and Chief Commercial Officer Eliot Hamlisch, the campaign was designed to emphasize the unique advantages of the NextGen Acela fleet and highlight the benefits of rail travel.
Hamlisch explained that “The Build” encourages travelers moving between Washington, D.C. and Boston to choose train travel over congested highways such as Interstate 95, allowing passengers to enjoy a more relaxing and productive journey.
The commercial reflects Amtrak’s broader “New Era of Rail” initiative and aligns with the company’s national advertising campaign, “Retrain Travel,” which encourages consumers to rethink traditional travel methods and avoid many of the common frustrations associated with flying and driving.
Amtrak said every element of the campaign was carefully developed to reinforce the modernization of its brand while positioning the company as a strong option for both premium and everyday travel experiences.
As part of its efforts to increase cultural relevance and brand visibility, Amtrak has also introduced creative marketing initiatives tied to the “Retrain Travel” campaign, including projects such as “Trak Suits” and the viral “Train-tacular” social media content.
Since the launch of the NextGen Acela service in August 2025, more than 800,000 passenger trips have been completed on the high-speed trains connecting major cities including Washington, D.C., New York City, Boston, and several destinations throughout the Northeast Corridor.
