July 13, 2010

Norfolk Southern Selects RP3 Agency for Brand Campaign

NORFOLK, VA – Norfolk Southern Corporation has selected RP3 Agency of Bethesda, Md., as agency of record to increase awareness of its brand and promote the benefits the railroad brings to communities and economies.

RP3 Agency was selected in a three-month review that started with 12 national and regional agencies. RP3’s first assignment is to launch a new campaign that distinguishes Norfolk Southern as a vital part of America’s recovery and return to prosperity. In addition, RP3 will integrate its new messaging platform across a number of marketing and public issue initiatives. The campaign will refresh the Thoroughbred, Norfolk Southern’s corporate symbol since 1982, in a memorable way.

“We are honored to be working with such a stellar company and true leaders in the freight industry. From our early conversations we could sense a great fit and unlimited possibilities for this iconic brand,” said Beth Johnson, RP3 president.

With a legacy of more than 180 years, Norfolk Southern is one of the world’s most dependable rail transportation partners and a clean, safe, reliable alternative to crowded roads and bad air. Norfolk Southern is a proven leader in public-private partnerships that increase the quality and availability of rail infrastructure to move raw materials, intermediate products, and finished goods.

“The Thoroughbred embodies the spirit of Norfolk Southern,” said CEO Wick Moorman. “It represents the promise and opportunity that we share with our shippers, investors, employees, suppliers, and many other partners in keeping customers competitive and the economy growing. We look forward to working with RP3 Agency to advance the Thoroughbred message.”

RP3 will provide Norfolk Southern an integrated campaign including TV, print, outdoor, online, social media, mobile media, and other communications that set the railroad apart in a dramatic, unforgettable, and genuine way.

About Norfolk Southern
Norfolk Southern Corporation (NYSE: NSC) is one of the nation’s premier transportation companies. Its Norfolk Southern Railway subsidiary operates approximately 21,000 route miles in 22 states and the District of Columbia, serves every major container port in the eastern United States, and provides efficient connections to other rail carriers. Norfolk Southern operates the most extensive intermodal network in the East and is a major transporter of coal and industrial products. www.nscorp.com.

About RP3 Agency
RP3 is a collective of forward-thinkers, widely considered a creative powerhouse for today’s marketing challenges. Their expertise spans all communications disciplines including advertising, design, interactive, brand architecture, contact planning, social media, and beyond. Curious by nature, nimble by design, creative to the core, RP3 generates powerful ideas that fully engage consumers and make every marketing dollar work better and faster. http://rp3agency.com.

Media contacts:
John Heenan, RP3, 301-718-0333, jheenan@rp3agency.com
Frank Brown, Norfolk Southern, 757-629-2710, fsbrown@nscorp.com