‘Unsung heroes of public transport’: Public Transport Victoria showcases bus journeys in new work
Public Transport Victoria is showcasing Melbourne’s diverse locations found along the city’s bus routes in a new campaign to overcome misconceptions about buses as a form of Melbourne transport.
Created by GPY&R Melbourne, ‘World of Melbourne by Bus’ encourages passengers to enjoy and visit sights of Melbourne which they can find on their bus journeys.
16 posters which will feature across geo-targeted platforms in Melbourne
The campaign features a series of illustrated posters created by Australian Illustrators in partnership with The Jacky Winter Group, which aim to celebrate Melbourne’s culture and identity.
Each of the 16 posters will run across different channels using localised targeting.
A website built by GPY&R showcases the 700 bus routes of Melbourne and the different locations which fall along each route, such as Flemington Racecourse.
The website showcases Melbourne’s 200 bus routes and destinations people can visit along each route
“Buses are the unsung heroes of Melbourne’s transport network,” said Philip Askew, general manager of Public Transport Victoria.
“This campaign aims to challenge this by focusing on local areas, showcasing key destinations in a unique, visually-arresting style while heroing the bus as the primary mode of transport.”
Kieran Moroney, senior art director at GPY&R added: “Melbourne is a city of diverse destinations with a different cultural spirit around every corner. So to encourage local travel by bus we engaged seven Australian illustrators, creating a feeling of discovery through the style of a travel poster and the mediums of acrylic, watercolour and digital painting.”
The campaign will run across out of home, radio, digital, social and through activations.
Credits:
Public Transport Victoria
- General Manager: Philip Askew
- Marketing Manager: Nicole Gottliebsen
GPY&R Melbourne
- Creative Director: Jake Barrow
- Senior Art Director: Kieran Moroney
- Senior Copywriter: Aaron Pepper
- Designer: Lewis Brown
- Agency Producer: Lucy Welch
- Group Account Director: Matt Hunt
- Account Directors: Cathryn Reed, Sarah Naumoski
- Strategy Director: Mike Hyde
- Senior Strategist: Alex Horner
- Executive Digital Producer: Ash Mustchin
- Senior Backend Developer: Mark Natividad
- Digital Designer: Rosalie Iaria, Johanna Nightingale
- Digital Producer: Jo Manning
- Illustrators: Stuart McLachlan, Nigel Buchanan, Timba Smits, Marc Martin, Christopher Nielsen, Eamon Donnelly, James Fosdike
- Producer: Li Liang Johnson
Very NASA-esque
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Melbournians are like yanks – they think Melbourne is the epicentre of the universe.
Nice work.
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