Lee Lin Chin sells Sydney Metro Northwest as ‘grooviest public transport project yet’ in government campaign
Lee Lin Chin, who hosted SBS’ weekend news bulletins for 30 years, has fronted the latest campaign for Transport for NSW which aims to sell the Sydney Metro Northwest infrastructure project to the public.
Launched by creative and content agency Emotive, the one-minute ad features Chin positioning the project as the “grooviest” one yet as she explains the disruptions the seven-month project will cause.
Chin introduces Sydney residents to ‘Station Link’ – “fashionable pink buses” that will take passengers from station to station during the closure.
As part of the campaign Chin will also share posts across her Twitter channel.
Who’s pretty in pink and outshines even fluoro? The answer is of course me in this @TransportforNSW video. This is the version where I really cut loose. pic.twitter.com/BVuWKVH0i6
— Lee Lin Chin (@LeeLinChin) September 12, 2018
In August it was announced that Chin would front the new ads just one month after she departed SBS.
Simon Joyce, CEO Emotive, said in a statement: “Careful consideration was made around our lead talent for this campaign. We needed a straight talker who represents honesty, progress, community and diversity. But equally we wanted to deliver the message empathetically given the pending disruption.
“With Lee Lin Chin we had the perfect talent that allowed us to communicate succinctly, whilst intertwining some light hearted moments in a way that only she could. The initial social response to the campaign has been exceptional, with Lee Lin’s Twitter page inundated with cheeky but supportive commentary around her role in the campaign.
“Most importantly, however, the creative is giving Sydney a real sense of what’s to come with the Sydney Metro Northwest.”
The campaign will run across TV, cinema, out-of-home, digital and social.
Abigail Dawson was Mumbrella's senior content journalist covering event content. She left Mumbrella to move into an agency role in 2020.
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Lee Lin Chin, a great choice as she has integrity by the bucket load. Miss her very much on SBS and will communicate clearly any transport developments that we the public should know.
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