Amtrak's Darlene Abubakar on Reaching African-American and Hispanic Businesspeople
TM: Did Amtrak further segment the target audience lists for this campaign?
DA: No, it was not. ... We targeted the sites based on their audience and who their audience is, and based on what they have shared with us and what we know about the sites and our research, and so forth. These are very targeted sites already. Business travelers tend to be [age] 25 to 54, skew more male, etc. So it fit our profile of who we're looking for. So it wasn't necessarily an objective to go in and really get it down to a real narrow niche.