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Union Pacific & National Parks Foundation Wonder+Wander Challenge

THE CHALLENGE

Union Pacific Railroad has had a long-standing history with America’s national parks, beginning in the early 1900’s when the railroad allowed travelers access to pristine landscapes that were otherwise virtually impossible to visit. Today, Union Pacific continues to support the parks through an ongoing partnership with the National Park Foundation. Union Pacific partnered with Geile/Leon to concept a theme in support of the partnership, and develop a strategic campaign that would not only expand awareness of Union Pacific’s relationship to the parks, but also drive younger generations to national parks.

THE SOLUTION

Working with Union Pacific and the National Park Foundation teams, G/L helped develop a theme for the partnership and call to action for the promotional campaign. G/L also designed a paid social media campaign in support of the “Wonder + Wander” photo contest. The campaign would effectively generate expanded awareness of the partnership, and encourage younger generations in 51 target markets to visit national parks. G/L developed the overarching strategy for the paid social campaign, including the construction of custom target audiences and the concept for ad creative.

Your Life Is Worth The Wait Campaign

Union Pacific continues to lead the way on creating awareness around rail safety. In this series of online videos, we showed a scenario to the viewer and presented them with the choice to either cross or not cross the tracks. Below, you can see each ending that would play based on the choice you make. These videos were focused on presenting realistic situations and surprising facts to communicate the danger of railways to the public.