There was little differentiation within the freight rail industry. So we dug deeper to uncover exactly which drivers would differentiate Norfolk Southern and resonate with our target audience of policymakers and opinion elites. Two themes emerged: Vision and Innovation, and being a Good Corporate Neighbor.
We captured the spirit of innovation with high-impact CGI television spots, digital content, and engaged communities by turning locomotives into 200-ton media vehicles.
Perceptions of Norfolk Southern being “Innovative” rose 28.2%, 5 times more effective than typical reputation campaigns.