‘Tram Coach’ returns to teach Victorian visitors about travelling safely

Yarra Trams has continued its safety campaign ‘This is how we tram’, educating visitors to Victoria about how to safely travel on a tram, in a bid to reduce falls and injuries.

The video sees the return of ‘Tram Coach’, teaching the ultimate tourist – an astronaut – to safely board and ride a tram in Melbourne.

Later on, the astronaut will be joined with ads featuring a wizard and a Viking.

The campaign was created by Icon Agency and initially launched in November 2017. In September 2018, the campaign targeted the safety of elderly passengers on trams.

Icon Agency creative director, Ed Bechervaise, said in a statement: “Melbourne is a cosmopolitan city. We mix easily with people wherever they’re from and welcome them with open arms. Tram coach has been teaching locals how we tram for a while now. We thought it was time to take his message further. Now he’s a global safety ambassador for Melbourne’s trams.”

Icon Agency creative director, Rod Clausen, added: “Trams are a Melbourne icon and one of the best ways to see the sights, getting a real authentic taste of our great city. But if you’ve never been on a tram before, it may be a different experience at first. We specialise in behaviour change and thought a campaign that uses Tram Coach’s universal charm would be a fun way to capture and retain consumer attention.”

Yarra Trams, director of passenger and network innovation, Emilie van de Graff, said in a statement: “Safety is paramount at Yarra Trams. That’s why we knew we had to relay our safety messages to visitors and native Melbournians alike in a fun but educational style. Tram Coach from the creative team at Icon really helps to get that message across.”

The campaign will be executed digitally across ‘Destination Melbourne’ tourist channels, Yarra Trams social media channels and outdoor. Out of home ads will appear on tram stops, media on board trams and collateral in Melbourne tourist hubs.


Client – Yarra Trams
Director, Passenger and Network Innovation – Emilie van de Graaff
Customer Experience Manager – Terese Scalese
Advisor Marketing – Min-Sean Chew

Agency – Icon Agency
Creative Director – Ed Bechervaise
Creative Director – Rod Clausen
Group Account Director: Hazel Tiernan
Account Director/Producer: Sam Cairns
Senior Designer: Nana Derkyi
Studio Manager: Mark Oriondo

Illustration – Ben Sanders

Production Company: Visible Studios
Director: Nick Kozakis
DOP: Carl Allison and Dillon Pearce
Executive Producer: Tim Whiting
Sound design – Benni Knopp


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