What if someone treated you with respect? Gave you time back in your busy life? That’s Amtrak Guest Rewards, the frequent rider program for Amtrak riders. The campaign, designed to encourage more frequent travel and reward riders, featured actual Amtrak employees honoring riders as guests. The tone, presented in a conversational style, told the story of the less tangible advantages of riding Amtrak. First-class seating, a clean spacious environment, time to relax and Club Acela, a members-only lounge. And, of course, the more tangible reward being treated like a guest. A novel concept these days.