Public Transport Victoria and GPY&R Melbourne have joined forces in a new campaign to encourage locals to use buses while enjoying the sights of Melbourne.
The campaign, titled ‘World of Melbourne by Bus’, showcases the destinations buses serve via a range of travel poster-style illustrations that bring to life the pockets of culture and identity that make Melbourne an attractive place to live.
The artwork has been specially commissioned for the campaign and was created by a range of Australian illustrators in conjunction with The Jacky Winter Group.
The campaign launches with 16 posters, and will continue in phases across a range of channels with localised targeting. GPY&R has also built a website to showcase the more than 700 bus routes in Melbourne.
Philip Askew, general manager at Public Transport Victoria, said: “Buses are the unsung heroes of Melbourne’s transport network. 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, said: “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.”