Policy makers and opinion elites, whose perceptions are vital to Norfolk Southern’s success, tend to support companies whose leadership helps spur innovation and growth. 

But freight rail was seen as old school. So we launched “Reimagine Possible,” a fully integrated, cross-channel campaign that redefines rail as we know it, by showing Norfolk Southern as a cutting-edge tech company with tools like data-crunching supercomputers and NASA-worthy dispatch centers to power our nation’s economy.

Following the campaign, Norfolk Southern saw increases across all of our key metrics of success: familiarity, favorability, trust, and positive sentiment.