Union Pacific Railroad 'Coming Back' Campaign
following ads were written for Union Pacific Railroad for placement in newspapers
throughout Texas, the Midwest and California. The message: Union Pacific, after suffering
serious service problems throughout the fall and winter of 1997, had solved its problems
and with the help of its employees was enjoying a turnaround, especially in the hardest
hit areas around Houston, Texas.
The half- and full-page ads appeared in January 1998. Employees liked the ads, customers were skeptical -- and their skepticism proved to be well-founded as service problems lingered through the summer of 1998. Copy and concept, Tim McMahan. Photography: Mike Malone.
Click on the thumbnails to see an enlarged view of the pages.