Shift launches ‘beat the congestion’ campaign for Sydney’s Cross City Tunnel

Shift has launched a campaign to persuade young Sydney drivers of the benefits of using the Cross City Tunnel, which connects Sydney’s Darling Harbour to Rushcutter’s Bay in the Eastern Suburbs.

The first phase of the campaign will run in local papers such as Bondi View, Inner West Independent and City Hub.

An iPhone app will run in support that gives drivers real-time data from traffic cameras. Cross City Tunnel branding will run on the SydTraffic app. An online component is to follow.

The effectiveness of the campaign will be measured by usage of the tunnel, noted Shift’s ECD Raj Rabindranath.

Rabindranath took over Shift’s creative department following the exit of Monty Noble at the beginning of the month.


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