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Freight Carrier's Ad Campaign Aims To Make Infrastructure A Hot Topic During Presidential Election

Tuesday, August 14, 2012 - 12:18 PM


One of the largest freight carriers in the country is riding into the presidential election with a nationwide television advertising campaign designed to spark debate about infrastructure.

Virginia-based Norfolk Southern’s CGI-laden, Toy Story-esque advertisements show a boy falling asleep in his bedroom while his toys come to life, creating a thriving city that his train set races around. The release of the media campaign is timed to coincide with the Republican and Democratic national conventions, where the freight company will have a strong presence. According to AdWeek, Norfolk Southern is also a sponsor of CNN's election coverage.

“Wherever our trains go, the economy comes to life,” says the narrator.

"One of the points Norfolk Southern likes to make is that they invest in their own infrastructure,” says Jim Lansbury, creative director at RP3, the ad agency behind the campaign. "Airlines don't build airports and trucking companies don't build highways."

The American Society of Civil Engineers’ estimates that $2.2 trillion over five years is needed to modernize the country's infrastructure, from levees and dams to highways and bridges. The federal government's primary funding source for transportation projects is the gas tax, but there's little chance it will be raised.

“Gas tax revenues and receipts have been lagging behind what we want to spend on transportation at the federal level,” says Rachel MacCleery, a transportation expert at the Urban Land Institute in Washington, who says about 25 percent of all transportation spending nationwide flows from Congress.

“The Obama administration, early in the administration, has taken the gas tax off the table,” MacCleery adds.  The 18-cent-per-gallon tax has not been raised since 1993.

With funding for projects tight, states like Virginia are turning to public/private partnerships to build major highways.

Funding major transportation projects that promise to create jobs has become a partisan issue, especially during a presidential election season. There is little enthusiasm for a new stimulus bill.

“Where you see lots of progress in infrastructure investments it definitely is a bipartisan effort,” says MacCleery.  While overall spending figures are important, where the investments are made is equally critical.  “Are we building the kinds of infrastructure systems that will help sustain the 21st century economy and really thinking about conservation? Are we maintaining the infrastructure we have now?”

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