Case Study - CSX Corporation

Overview

CSX Corporation and Norfolk Southern were seeking government approval for their joint acquisition of the Conrail freight railroad company. A serious challenge to the acquisition lay in the outcome of a recent merger between Union Pacific and Southern Pacific, which resulted in extensive delays in delivering rail freight along with numerous lost freight cars.

Objective

The campaign sought to demonstrate support for the acquisition among New Jersey’s business community, to highlight its business and consumer benefits, to favorably contrast the proposed acquisition with the troubled Union Pacific-Southern Pacific merger, and to encourage Governor Christie Whitman to endorse the acquisition.

Tactics

New Jersey business associations, labor groups, and over-road freight haulers were asked to author letters to the editor and op-ed articles, while business publications were invited to examine the positive benefits of the acquisition for the state.

Results

Letters to the editor and op-ed articles supporting the acquisition appeared in major newspapers throughout New Jersey. Business News New Jersey (now njbiz) published a positive full-page story about the acquisition, featuring one of the freight haulers recruited to write an op-ed article. The acquisition plan was approved by Governor Whitman and later received federal approval.