CLIENT
Public Transport Victoria
Emma Nicholls, Marketing Manager Behaviour
Philip Askew, General Manager
Nicole Gottliebsen, Marketing Manager
AGENCY
Kieran Moroney, Senior Art Director
Aaron Pepper, Senior Copywriter
Matthew Hunt, Group Account Director
Cathryn Reed, Account Director
Sarah Naumoski, Account Director
Michael Hyde, Strategy Director
Alex Horner, Senior Strategist
Lewis Brown, Designer
Lucy Welch, Agency Producer
Ash Mustchin, Executive Digital Producer
Mark Natividad, Senior Backend Developer
Jo Manning, Digital Producer
Rosalie Iaria, Digital Designer
Johanna Nightingale, Digital Designer Li Liang Johnson, Producer
SUMMARY
Buses had a serious image problem. Thanks to a number of key misconceptions, they just weren’t being given a fair go by Melburnians compared to trains or trams, resulting in patronage hitting a 4-year low by early 2016. By tackling barriers to usage head-on using a visually-striking campaign style, we were able to significantly shift attitudes to buses among our target audience and more importantly, raise patronage. To cap it all off, the campaign significantly improved value for money for taxpayers by reducing the shortfall in revenue that buses generate compared to their operating costs.
