Auckland Transport has launched the next phase of its City Rail Link (CRL) campaign via Thompson Spencer.
The campaign builds on existing creative and introduces a brand new one: ‘Streaming to Screaming’, which demonstrates how the CRL will make major events more accessible.
By making getting around the city faster and simpler, the CRL opens up more opportunities for Aucklanders to spend time doing the things they actually want to do. The evolved campaign deepens the platform’s core insight – that the CRL isn’t just an infrastructure upgrade, it’s a time gift.
A passionate Blues supporter swaps watching the game from his lounge for cheering from the stands at Eden Park, capturing the specific joy of live sport.
The journey to Eden Park made a natural centrepiece for a campaign about the CRL opening up the city and a meaningful one at that: improved access to major events is among the most tangible benefits the new network will deliver.
“The creative evolution of the campaign is about helping people picture themselves using the CRL,” said Thompson Spencer creative director Matt Eastwood.
“Once people understand where the network goes, the natural next question becomes what does that mean for them.’ That’s what this campaign answers. These are the journeys people will be taking, and want to be taking.”
“The first phase helped people understand how the City Rail Link changes the network. This phase makes it vivid – naming the real places, the real journeys, and the real moments waiting on the other side of the trip. The campaign helps Aucklanders picture how the CRL will become a welcome part of everyday life, whether that means getting to and from work more easily, spending more time with friends, or heading to an event,” said Auckland Transport marketing manager Rena Murphy.
The new phase of the campaign runs from 22 June across social media, video on demand, radio and out-of-home. Six radio executions cover different journeys and travel times and out-of-home placements align with the routes featured in the campaign.
Once operational, the CRL will convert Waitemātā from a terminus into a through station, with new and upgraded stations significantly increasing network capacity and reducing travel times across Tāmaki Makaurau.
Credits:
Auckland Transport
GM Marketing & Media Partnerships: Anna Lawrence
Marketing Manager: Rena Murphy
Marketing Specialist: Xaviar Rego
Communications and Engagement: Joel Rowan
Creative Director: Chris Swift
Thompson Spencer
Business Director: Olivia Thompson
Creative Director: Matt Eastwood
Executive Producer: Carlene Managh
Producer: Sophia Pauling
Photography: Jono Ong
DOP, Edit: Shayne Archer
MBM
Business Director: Nureete Burnie
