Best Associations Online Video

Every issue group and trade association in Washington, D.C. is after the same audience: the so-called “D.C. Elites” of Capitol Hill, the Administration, and K Street. These elites are voracious consumers of information – from traditional broadcast to digital media. Furthermore, every issue group and trade association in D.C. is trying to link themselves to the primary issue - the economy. The Association of American Railroads (AAR) needed a way to do just that - in a powerful and engaging manner.

Through an array of videos, photography, and text that can all be found on one site, Freightrailworks.org was developed to shape a positive perception of the freight rail industry. One of the most important messages is delivered through, “America on the Move” – an online video that demonstrates the vital connection between freight rail and the economy and offers an attractive and unique learning experience while powerfully engaging its viewers. This video showcases the rail industry’s footprint on our nation’s economy and its extensive investment in infrastructure and safety.

Through motion graphic text, music, and beautiful scenery, America on the Move offers an overview of freight rail’s vital role in “keeping America strong.” It is meant to relay important messages to the avid consumers of this type of information as well as attract a more general audience. Through this video, viewers are able to better understand that the everyday needs of American businesses are supported through freight rail’s key role in the transportation of goods from source to consumer.

Contributors:

Producer/Writer:	Lori Butterfield
Editor:	Ryan Walker

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Location: USA