Yarra Trams has appointed Icon Agency to deliver a new passenger safety campaign, following a competitive three-way pitch.
The campaign aims to reduce the incidence of slips, trips and falls on trams via Melbourne’s latest safety ambassador, ‘Tram Coach’.
Commencing today, Tram Coach will be travelling the Yarra Trams network throughout the week. His mission is to educate and remind Melburnians to travel safely on trams by sharing helpful advice that promotes safer behaviours and mindset.
Icon Agency was responsible for delivering the creative strategy, creative platforms and campaign implementation including stakeholder engagement, public relations and social media.
Commenting on the agency’s appointment, Emilie van de Graaff, director of passenger and network innovation at Yarra Trams, said: “The safety of our passengers, our employees and the community is our top priority.
“This important campaign is designed to promote safe behaviours on trams, like holding on at all times, and to encourage passengers to look out for each other.
“Icon Agency presented a refreshing creative approach to conveying our safety messages in a way that best resonates with Melburnians.”
Icon Agency’s joint creative directors, Rod Clausen and Ed Bechervaise, said: “At the heart of the campaign is a transformational message that aims to rejuvenate the way people think and talk about tram safety.
“In line with Icon’s new brand manifesto – the pursuit of possibility – the campaign taps into deep human insights to create long-term positive behaviour change.
“We are thrilled to partner with Yarra Trams to reinvent safety communications for Melbourne’s most iconic public transportation.”
Icon Agency’s integrated campaign strategy emphasised the creative’s shareability and PR amplification potential – not just above-the-line channels.
“We are confident that with the strength of our creativity and the authentic integration of our digital, creative and PR offerings, the campaign will redefine how people view and embrace safety when traveling on trams,” Icon Agency managing director Joanne Painter said.
The Yarra Trams appointment follows the opening this month of Icon Agency Canberra, a specialist digital team based at Deakin in the ACT which focuses on open-source CMS solutions for government.
Icon has also enjoyed string of account wins in recent months across digital, creative and PR including Brimbank City Council, National Firearms Amnesty and Tommee Tippee Australia.