Vic train operator sends Melburnians on a guilt trip

A new campaign for Victoria’s regional train operator attempts to guilt trip city-dwellers into catching up with their friends and family in the country.

The campaign for V/Line, created by McCann and MRM, includes press, radio, outdoor, online and DM, that will enable users to send a personalised guilt trip message to friends via the website or buy a ticket for a city friend.

Paul Matthews, GM of marketing and stakeholder relations at V/Line, said: “Growing the ‘visiting family & friends’ segment is a key focus for V/Line. This market provides a huge boost to regional economies and is an important part of the Victorian State Government’s regional strategy. As every country person knows, it’s not always easy to get their friends and family in city to come and visit. A well-laid Guilt Trip is a great way of getting your family and friends to visit more often.”

John Mescall, McCann executive creative director, added: “Family comes before everything. That’s what they say. Unless of course ‘they’ are your children, in which case the saying is reversed. Guilt is one of the most powerful motivational tools a parent or a friend has. Our job is to help people harness this power for good.”

The campaign will run for the next 12 months.


General Manager of Marketing & Stakeholder Relations: Paul Matthews
Marketing & Communications Manager: Daniel Moloney
Strategic Marketing & Campaign Manager: Lisa Stolt
Marketing Assistant: Monica Barrow
Digital Communications Advisor: Simon Lock

McCann and MRM
Executive Creative Director: John Mescall
Creative Director: Annie Price
Art Director: Matt Stoddart
Writers: Natasha Wood & Tristan Graham
Group Account Director: Adrian Mills
Account Director: Alec Hussain
Senior Account Manager: Tamara Broman
Creative Technologist: Ash Pegram
Developers: Cayne Snowden & Rod Levinton
Production: The Craft Shop


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