Bringing the sexy back to rail, one ad campaign at a time.
They've built it, and now they want freight operators to come.
The Australian Rail Track Corporation (ARTC) has teamed up with Em creative & digital to come up with a new video to help highlight the massive investments made in freight over the years, and to shake up its image.
“Rail has a very positive story to tell” managing director of Em Joe Cristaudo said, “we needed to dispel some of the old perceptions of rail freight and get people to have a fresh look at it”.
The campaign has been designed to highlight the billions spent to help upgrade rail infrastructure, and is about highlighting rail as a vital component of the supply logistics chain.
“We were looking for a creative concept with real cut-through, that didn’t rely on the age old clichés of rail, to get to our audience. Em have hit the mark and we are excited about what the campaign offers,” ARTC executive general manager of corporate affairs Jane Lavender-Baker said.
It is just another reflection of our drive to keep Australia moving and demonstrating the value of rail.”
The campaign revolves around a 90-second video, with the campaign to be rolled out across specialist media magazines, direct mail, and digital advertising across Fairfax and MCN Media.
A 30-second cut of the video has also been created for Qantas' in-flight program, Sky News, and pre-roll.
