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.

In August it was announced that Chin would front the new ads just one month after she departed SBS.

In July, Emotive won a $1.4m contract with Transport for NSW to run a public information campaign during the closure of the Epping to Chatswood railway.

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.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.