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Home > Archives > Kicking off "Twentieth Century Week," 1978.

Kicking off "Twentieth Century Week," 1978.

Black and white photograph from the October 1978 issue of Amtrak NEWS.

Kicking off "Twentieth Century Week," 1978.

To drum up interest in specific trains, the Amtrak Marketing department developed “route blitzes,” sustained campaigns focused on particular routes that generally tied into bigger events. The Broadway run of On the Twentieth Century, a Tony award-winning musical whose action takes place on the famous train of the same name, was used to advertise the Lake Shore Limited (which largely follows the historic train's route between New York and Chicago).

A “Twentieth Century Week” on the train (Sep. 26-Oct. 4, 1978) included special touches such as discount theater tickets for Amtrak passengers, a glass of champagne at dinner and napkins emblazoned with images from the show’s Art Deco style poster. In the Fiscal Year 1978 Annual Report, it was noted that the brief tie-in increased business on the Lake Shore Limited by $50,000.

In this image, stars of the musical arrive at Grand Central Terminal to kick-off "Twentieth Century Week." From left to right are John Cullum, Imogene Coca, Judy Kaye and Kevin Kline. They walk over a section of the original red carpet laid on the platform as passengers boarded or deboarded the Twentieth Century Limited. The actors were also named "Honorary Amtrak Engineers" and presented with engineers' hats.

Photographer: Unknown for Amtrak.