NS employees drive new ads that promote the Class I's 'promising future' 

By Jeff Stagl, Managing Editor 

Norfolk Southern Railway employees have witnessed a lot of turmoil at the company the past few years, especially in 2024.  

The train derailment in East Palestine, Ohio, that occurred in February 2023 caused a lot of upheaval that lasted a long time, well into 2024. Also last year, the Class I confronted a takeover bid by activist investor group Ancora Holdings, and fired President and CEO Alan Shaw and Executive Vice President of Corporate Affairs, Chief Legal Officer and Corporate Secretary Nabanita Nag after an internal investigation found they violated company policies by engaging in a consensual relationship. 

But the past is in the past. Now, NS is trying to promote what company leaders believe is a promising future. And the railroad is turning to its employees to help get that word out. 

In February, NS launched a “Thoroughbreds Power More” brand campaign — the company’s first extensive ad campaign in more than a decade — that acknowledges the Class I’s legacy, but strives to promote where the railroad is headed.  

Employees are front and center in the ad campaign because they “bring grit, pride and responsibility to every mile of track, driving the safe, reliable and resilient service that fuels our economy,” as NS officials put it.  

“Their dedication moves more than freight — it powers progress,” they add. 

For more than 40 years, NS has used a thoroughbred image to illustrate the railroad’s speed, strength and reliability, and symbolize the power that can move global supply chains. The new ad campaign uses the thoroughbred to highlight the company’s commitment to reliability, technology and sustainability, says NS Vice President and Chief Communications Officer Betsy Talton-Buck. 

One ad in the campaign, which features an NS conductor, stresses how data and artificial intelligence are driving positive change. Norfolk Southern Railway

Those three pillars are considered the driving forces behind the railroad, its customers and the communities it serves. 

For example, one ad reads: “Connected by data. Enhanced by AI. Driven by dedication.”  Another states: A 19,500-mile rail network. And the backbone to keep it moving.” 

The ads in the campaign — which will run through 2025 — are targeted at print, digital and steaming media outlets, such as YouTube, says Talton-Buck. 

A cross-section of employees are featured in the campaign, such as conductors.  

“A lot of people don’t see who’s behind what we do,” says Emily Murray, NS assistant director of creative and brand. “It’s all about pride, the pride we have in our company and the pride our employees feel.” 

For example, one employee featured in an ad had just reached a milestone birthday and 30th anniversary at NS, and the ad added to the worker’s gratification about those markers, she says. 

“They felt such pride in the company through the ad,” says Murray. 

NS also will run the ads internally, such as at corporate town hall meetings and as part of a hardship campaign for employees, says Talton-Buck. 

After the campaign ends, it will be evaluated to determine the next steps. For now, the ads help reflect how the company is redefining the future of freight, driving momentum, embracing innovation and ensuring customers have the reliability and tools they need to succeed, NS officials say. 

Another ad that includes a field employee underscores the railroad’s commitment to sustainability, which many companies don’t tout as much as these days. The ad campaign also focuses on reliability and technology. Norfolk Southern Railway

“We want to show our momentum,” says Talton-Buck. “It was a year of transition at NS in 2024 — there was a lot of noise. We want to show the railroad now is faster and more resilient, with strong service metrics.” 

So far, the ads have generated a lot of positive feedback, says Murray. 

“We have heard that people like the representation of the company,” she says.