Vic train operator sends Melburnians on a guilt trip
A new campaign for Victoria’s regional train operator attempts to guilt trip city-dwellers into catching up with their friends and family in the country.
The campaign for V/Line, created by McCann and MRM, includes press, radio, outdoor, online and DM, that will enable users to send a personalised guilt trip message to friends via the website vline.com.au/guilttrips or buy a ticket for a city friend.
Paul Matthews, GM of marketing and stakeholder relations at V/Line, said: “Growing the ‘visiting family & friends’ segment is a key focus for V/Line. This market provides a huge boost to regional economies and is an important part of the Victorian State Government’s regional strategy. As every country person knows, it’s not always easy to get their friends and family in city to come and visit. A well-laid Guilt Trip is a great way of getting your family and friends to visit more often.”
John Mescall, McCann executive creative director, added: “Family comes before everything. That’s what they say. Unless of course ‘they’ are your children, in which case the saying is reversed. Guilt is one of the most powerful motivational tools a parent or a friend has. Our job is to help people harness this power for good.”
The campaign will run for the next 12 months.
Credits
VLine
General Manager of Marketing & Stakeholder Relations: Paul Matthews
Marketing & Communications Manager: Daniel Moloney
Strategic Marketing & Campaign Manager: Lisa Stolt
Marketing Assistant: Monica Barrow
Digital Communications Advisor: Simon Lock
McCann and MRM
Executive Creative Director: John Mescall
Creative Director: Annie Price
Art Director: Matt Stoddart
Writers: Natasha Wood & Tristan Graham
Group Account Director: Adrian Mills
Account Director: Alec Hussain
Senior Account Manager: Tamara Broman
Creative Technologist: Ash Pegram
Developers: Cayne Snowden & Rod Levinton
Production: The Craft Shop
That domain should probably be http://www.vline.com.au/guilttrips just sayin 😉
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Nice site…the ‘personalised guilt trips’ are a little disappointing though.
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I’ve been working in creative agencies for over 10 years and have never heard the title ‘creative technologist’ – someone please explain?
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@Tim
In fact the domain as written is just fine, given it is a TLD. No need for www, or http
Just sayin’ 😉
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Yes, and typographers are turning in their graves at their craft not getting a mention.
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@ paul, that would be the Craft Shop.
They’re in the credits.
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@bob is a rabbit
If you have never heard of a creative technologist in 10 years of working at agencies, time to change agency.
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@ The Accountant
Have you got something to do with this campaign…? just sayin 😉
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@ The Accountant
Why? I just did a quick WIP around of senior people who’ve worked (in combined experience) at the majority of agencies in existence, and the most common response was…”never heard of it, probably some wanker term for Mac Monkey”.
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