The latest campaigns aim to appease commuters ahead of disruption and delays.
The Victorian State Government has launched a campaign to mollify commuters objections of the major infrastructure works already underway across Melbourne for the new train network.
Created by Y&R Melbourne, 'Get closer to a better train network' aims to help commuters understand possible travel delays and explain how the network will benefit them once finished.
The graphic design campaign features different tools and items of equipment currently being used in the building process and seeks to demonstrate that every piece of construction gets the state closer to a better train network.
Y&R Melbourne executive creative director Jake Barrow says he hopes the “disruption posters” will serve as a “good-looking reminder as to the positive change our train network is in store for”.
The campaign includes a 30-second spot, out-of-home (OOH), media and digital advertising.
Transport For Victoria CEO of the Rolling Stock Development Division Wendy McMillian says: “This campaign strikes a great balance between raising awareness of disruptions while generating excitement around the bigger, longer trains that are on their way.”
