Challenge: Union Pacific had a desire to reintroduce itself as a multimodal full-service shipping logistics company. The problem was, many people only thought of them as a railroad. To boost awareness and increase car loadings, we worked together to launch a new acquisition campaign that highlighted their full suite of services – their first advertising campaign in more than a decade.
Solution: We launched the "Wherever You Find Business, You'll Find Us" integrated campaign across major media platforms nationwide, include the Wall Street Journal, MSNBC and CNN. Full-page newspaper spreads showed the iconic Union Pacific shield reimagined as a real-world structure, placed strategically within key industries that had the biggest growth potential. To supplement the traditional creative, we also launched high-impact rich media, display ads and pre-roll videos across a wide gamut of online publications that prospective decision makers frequented most often.
Results: The campaign proved to be a success for Union Pacific, boosting new account acquisition and increasing railcar loadings across the country. It also earned us placement in a prestigious Communication Arts exhibit.
Agency: Bailey Lauerman
Role: Interactive Art Director, Developer
Role: Interactive Art Director, Developer
