Amtrak has sent out a request for proposal for its multicultural advertising business, Ad Age has learned. 

The U.S. passenger railroad service is looking for creative, media, analytics and account planning to support marketing and advertising geared toward Black, Hispanic, Asian American and Pacific Islander and LGBTQIA+ consumers, according to RFP documents obtained by Ad Age.

Amtrak has a particular focus on digital and social strategies using media trends and technology to increase ridership and revenue, according to the RFP.

In accordance with its own diversity standards, Amtrak is asking for proposals to include each agency’s commitment to diversity, both internally and externally, according to the documents reviewed by Ad Age. 

Amtrak could not be reached for comment. 

All of Amtrak’s advertising work has been handled in partnership with WPP since 2018. VMLY&R confirmed it leads strategy and creative with media from EssenceMediacom and cross-cultural work from incumbent Culture One World. 

It is unclear if Culture One World will be defending the account. The agency wasn't available for comment. 

The RFP is for a three-year contract, with the option for two additional one-year contract extensions. All proposals must be in by June 20. 

Amtrak spent $32.2 million on U.S. measured media in 2022, according to Vivvix, including paid social data from Pathmatics.