According to The Wall Street Journal, railroad companies are starting to market themselves as the ultimate eco-friendly, low-fuel-consuming industry.
For instance, a new CSX Corp. radio ad declares that even the most fuel-efficient hybrid car can’t compete with a train, which “can move a ton of freight 423 miles on a single gallon of fuel.”
“Too bad we can’t all drive a train,” the announcer says before urging listeners to visit CSX’s Web site to learn about the Jacksonville, Fla., company’s “commitment to protecting the environment.”
Freight trains now use much cleaner and more fuel-efficient diesel engines, and railroad companies are testing new engines that the industry is touting as “ultralow-emission.”
Many environmentalists acknowledge that the railroads have a powerful argument, given that freight trains burn far less fuel than trucks and can help reduce highway congestion.
Don’t Pooh Pooh The Choo Choo
I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative direction at Bonehook in Portland, Oregon.